Not many brands can say they created their own category based on an ancient family recipe, but such is the case for Lifeway Foods and kefir, the storied fermented milk beverage it sells. In 1986, Michael Smolyansky launched the company with a mission to transport his ancestors’ formula for kefir from the mountains of the […]

Welcome to the latest event marketing industry news digest, featuring updates on new hires, promotions, acquisitions, and launches. Submit your news here.   Promotions & Hires Renée Austin has joined Civic Entertainment Group as managing director, head of growth. Austin’s 21-year career has spanned roles at IPG and The Weber Shandwick Collective. Cheerful Twentyfirst has announced […]

Over her 20-year tenure as the group ceo of FIRST, a global brand experience agency which creates global events leveraging content, creative, digital technology, management and delivery, and data and insights, Maureen Ryan Fable has leaned on a formula for success that involves creating opportunities for clients and employees, and executing on a variety of […]

According to findings from EventTrack 2025, EM’s annual research report on experiential marketing, eventgoers are preparing for an active 2025, with 56 percent of respondents planning to show up to more b-to-c and b-to-b events in the coming year than in 2024. Add to that the fact that 74 percent of Fortune 1000 marketers expect […]

In 2023, global brand activation agency DesignScene acquired Secret Theatre, led by artistic director Richard Crawford, known for immersive productions like Edward Scissorhands in New York and the internationally acclaimed Hell Hath No Fury, which toured London, Hong Kong, and Singapore. It’s a partnership and evolution for both companies, as the worlds of immersive theatre […]

Curation continues to gain momentum in our industry, yet the current dialogue seems to be missing some important nuance.  On one side, the value argument for curation highlights its ability to refine audience targeting, increase efficiency and reduce waste, creating more meaningful connections between brands and consumers.  Meanwhile, the ad network argument emphasizes the role […]

Carve Designs vets all of its technology deployments on if it will produce a high return on investment, CEO Thayer Sylvester says. The style quiz checks all the boxes but robust personalization has not proved its worth yet. Apparel brand Carve Designs wants shoppers to find their ideal swimsuit fast, buy it and then keep […]

By harnessing data-driven insights for media relations, PR professionals can refine communication strategies, enhance outreach efforts and even strengthen relationships with the right media outlets.

Retail chain Macy’s debuted a 30-minute shoppable TV ad on NBCUniversal’s Peacock platform for four days over the Thanksgiving weekend. Macy’s dubbed the spot the “Macy’s Parade of Deals with Jill Martin,” riffing off its namesake Macy’s Thanksgiving Day Parade. Martin is a TV personality on NBC’s Today Show and regularly hosts the “Steals and […]

Gen Z is the audience everyone’s chasing. Like millennials before them, they sit at the intersection of what’s next and what matters. But this generation is different; they were born into the social media age with instant access to millions. Their influence isn’t just significant; it’s exponential.  Brands are laser-focused on capturing their attention because […]