The SIGHTLINE blog shares practical insights on brand experience strategy, field marketing, and brand activation through expert interviews and real-world case studies.
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THE SMARTEST EXPERIENTIAL MARKETERS THINK LIKE MEDIA COMPANIES
Media organizations know where it all starts: the story. Some of the best experiential marketers are starting to realize that every event is the beginning of content that keeps creating value long after attendees leave.
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INTIMATE SETTING, LOUD IMPRESSION: 4 SPONSORSHIPS THAT WON ATTENTION AT COLLECTIVE SHOWS JULY 2026
If you're a brand marketer wondering whether sponsoring a more intimate, curated B2B event is worth it, this one's for you.
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THE POWER OF PARTNERSHIP: 5 TAKEAWAYS FOR EXPERIENTIAL MARKETERS
The most memorable brand experiences begin with trust, shared values, and a willingness to build something together. Great experiential marketers create lasting impact by building strong partnerships, aligning on a shared vision, and bringing ideas to life with purpose. The long-running collaboration between EY and…
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EVENT MARKETING'S NEXT EVOLUTION: BECOMING THE SOURCE OF TRUSTED CONTENT
One of the upsides of building software in this industry is the front-row seat. For years I've spent more time than I can count listening to event marketers, content leaders, and conference organizers talk through what they're trying to solve. Those conversations have always been…
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BEYOND THE ROOM: LINKEDIN'S NEW PLAYBOOK FOR EXPERIENTIAL MARKETING
Experiential marketing has always been about bringing people together. Today, the brands creating the greatest impact are thinking far beyond the people in the room. The event is only the beginning. The real opportunity is everything that happens after it.
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5 LESSONS FROM CANNES LIONS 2026 ON THE FUTURE OF BRAND EXPERIENTIAL MARKETING
In the lead-up to Cannes Lions this year, I kept hearing the same thing on repeat. Everyone described it as the place to be if you work in this industry: a week defined by standout activations, inspiring speakers, and some of the world’s biggest brands…
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CANNES LIONS 2026: WHAT COMMUNITY, CONTENT AND CULTURE MEAN IRL
Walk the Croisette for a few days and patterns start forming fast. Three words keep coming back to me. Community. Content. Culture. The actual architecture underneath almost everything I’m seeing here. And yes, I know. You’ll tell me everyone talks about those words. That they’re…
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CANNES LIONS: HOW BRANDS OWN THE WEEK
Winning Cannes Lions has little to do with the size of an activation and everything to do with the value it creates. In this conversation, Michaela Washmon, Director of Festival Partnerships at Cannes Lions, shares how leading brands approach strategy, experience design, and audience building…
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NEUROSCIENCE IN LIVE BRAND MARKETING: A GUIDE FOR CMOS
Discover how marketing leaders use cognitive science and memory structures to drive live brand marketing success. Learn actionable insights from MetLife's CMO Michael Roberts.
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YOUR BRAND'S BEST EVENT MARKETING CHANNEL IS INVISIBLE. HERE'S HOW TO SEE IT.
The most valuable promotion of your brand's event is happening in DMs, Slack threads, and forwarded emails. Most marketing teams have yet to track it.
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