B-to-B Events
Five Mid-Year Trade Show Exhibit Trends to Watch
Things are moving fast in trade shows and events, and we love being in the middle of it all. Over the past six months, EM’s team has logged in tens of thousands of steps around top shows across the nation. We sampled, shot hoops, and made perfumes, and, of course, mostly scouted the floor for...
How Brands Honored People in Exhibit Designs at ASCO 2026
From precision medicine to cell therapy and advanced diagnostics, oncology is rapidly evolving, improving patient outcomes and bringing hope. At the American Society of Clinical Oncology (ASCO) 2026 Annual Meeting, which took place at McCormick Place in Chicago May 29 through June 2, science was paramount but another narrative was just as important—celebrating patients, clinicians...
Experiential Marketing Trend of the Week: Creator Summits
The brand trip is evolving. It’s no longer just about whisking away influencers to a luxury destination for a vacation filled with product sampling, demos and gifting. Now, brands are collaborating with content creators on summits that fold them into the marketing engine as brand ambassadors and partners. The itineraries are stacked with brand-focused educational...
Yahoo’s Explorers Society Rewards Attendees for Being Curious at Cannes
When Yahoo dropped anchor at Cannes Lions 2026, it was equipped with its most ambitious festival activation strategy to date, and one very large purple submarine installation.