Theme: Cultural Relevance
Arada
TikTok
What American audiences actually want from brand experiences
US audiences are choosing experiences that feel authentic over those that feel designed to impress. The data reveals what they’re actually responding to in 2026, says James Howitt, VP Client
Red Bull
Helping brands deliver more sustainable events in the UAE
Sustainability in events is no longer a nice-to-have in the Middle East. With ambitious national targets, evolving regulations and increasingly conscious audiences, brands operating in
Beyond the summer lull: why now is the time to plan for Q4 and 2026
As brands wrap up H1, many fall into the trap of summer slowdown, only to panic-plan Q4 and the new year. Chris Fischer, Client Strategy
Executing a strategy when the goalposts keep moving
How do you execute a strategy when the landscape refuses to stay still? In event management, agility is key, but only if the objective remains
The approach to new client pitches: partnership over presentation
Agencies that challenge briefs and engage as strategic partners, rather than just suppliers, create stronger client relationships and long-term success, says Janet Dodd, Chief Strategy
Thomson Reuters Holdings Inc.
