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TL;DR: Experiential marketing — creating a real-world experience customers take part in — builds memory and word of mouth far more cheaply than most businesses assume, as long as you design the moment to be shared, not just attended. Why experiences stick People forget ads but remember experiences. A moment someone takes part in — touches, tastes, plays with — lays down stronger memories than anything they passively watch, which is why experiential consistently punches above

Challenger car brand CUPRA makes its Paris Motor Show debut with a literal rooftop stand, refusing to play by the conventions of the hall below.

Dove Men+Care taps fan culture at New York Comic Con 2026, bringing 'maximum protection' to superfans with a themed activation.

Advertising Week New York named creator Dhar Mann 'Chief Creator Officer' and launched an initiative to broker $100M in creator-brand deals during the event.

Chris Macdonald, former global CEO of McCann's ad network, has been named Group CEO of brand-experience business The EC Group, signalling where senior leaders see growth.

Formula E has rebranded ahead of its faster, more powerful Gen4 era — a reset aimed at shaking off the 'worthy but niche' image and courting a bigger, younger audience.

The last edition of France's flagship charity streaming marathon, ZEvent, raised a record €32.9m in Montpellier, with more than 80 on-site streamers and around 200 remote creators taking part.

Sir John Hegarty will open Marketing Week's 12th Festival of Marketing on 14 October 2026 at The Brewery, London, with a keynote on using creativity to drive growth.

France's biggest classifieds platform, Leboncoin, is launching its first-ever TEDx, 'Habiter le monde qui vient', in Paris on 30 September — a brand-purpose play beyond transactional listings.

Around the 2026 US Open, non-sponsor brands like Evian, Sephora, eos and Lavazza blanketed New York with off-site activations — extending a tentpole moment into the city itself.

The 2026 Esports World Cup, relocated from Riyadh to Paris, closed as the biggest edition ever — 850 million viewers and 22,600+ ad installations across the city.

Westfield Rise and Disney UK expand a Toy Story 5 experience across London and Stratford City — retail media in play costume.

Disney has sold out every Super Bowl LXI ad six months early, closing its 2026-27 upfront with 58 brands across 34 categories, nine of them first-time Super Bowl advertisers.

Pop-up events are transforming the way brands and retailers connect with consumers. What was once considered a niche and experimental strategy has become one of the most powerful tools in modern retail marketing.

Discounts may attract customers, but experiences are what make them return. As retail becomes increasingly competitive, brands are discovering that memorable events can build stronger emotional connections than…

One Minute Summary The Super Bowl is the ultimate global advertising event, costing $7M for just 30 seconds but offering unmatched cultural impact.