MKG

Lines multiple blocks long and Easter eggs galore; safe to say, our The Life of a Showgirl pop-up in NYC was a smash. We loved watching fans geek out over every detail of this Spotify event, and a cherry-on-top shoutout from PRWeek doesn’t hurt either ;) Read the full highlight here: https://lnkd.in/eH38NYkj

Usually, we say funky… but weird works too. Check out the latest and greatest: “Moment Maker: Lauren Austin on Why Brands Need to Get Weirder 👾.” In this At The Moment Media (ATM) interview, our CCO covers a lot of MKG ground, from the data-backed disconnect between CMOs and consumers, to how we do (and don’t) follow trends, to exactly where brands should be prioritizing their budgets. Watch it here: https://lnkd.in/eM9sCjP3

We’ve rebranded to reflect exactly who we are today, where we’re going next, and what we’ve always believed in. Check out the new MKG at thisismkg.com

What does success look like? How do we measure it? Where were we successful? Whether it’s pitch phase, mid-event, or debrief, we’re constantly asking these questions to keep growing, learning, and—well—succeeding. So it’s no surprise that our Senior Account Manager, Charell Strong , was tapped to share her perspective on defining success for BizBash’s most recent article. Check out her and other industry leaders’ thoughts here: https://lnkd.in/eWY5VEQb

Congrats Monica Chun! The future is female!

After torturing ourselves with the secrets of Wednesday Season 2 for months, we’re finally ready to share… We were tapped by Netflix to craft a global playbook for the return of their hit series. Our team of outcasts designed 15+ immersive Step & Repeats, Photo Ops, trivia games, and hundreds of graphics—creative that Netflix’s regional teams activated everywhere from Australia and New Zealand to Spain, Italy, Korea, and beyond. But the torture (fun) didn’t stop there. We also partnered with Netflix for three dark delights: We tormented fans at NYC’s Paris Theater with a giant Thing on the marquee and a deadly-looking cast on the black carpet.  We blew up (literally) at Fan Expo Canada with the Alone Zone: An oversized Addams Family house built for people who loathe people, complete with “relaxing” soundscapes… (rain and screams). We did the monster mash at the Graveyard Gala hosted by @Netflix and Spotify with a surprise appearance by Lady Gaga to debut her new single, “The Dead Dance.” Guests could shut themselves into custom built ‘listening caskets’ or have their epitaph written by our dreary poets.  Endless thanks from our cold, desiccated hearts to  Ben Draper + Getty Images, PINK SPARROW Angel Salazar, Bigger Than Life and our very favorite clients, Netflix

“Why Branded Experiences Will Outperform Ads by 2030” is the latest essay in Ad Age’s Future of Advertising 2030 series. Our Chief Creative Officer, Lauren Austin breaks down why ads are on their way out while experiential is moving in—and shows up with the numbers to back it up (247M subscribers paying to avoid ads, 10.5% growth for experiential in the last year… you get the gist). Read the full piece here: https://lnkd.in/eSw4Zcyi

1 in 4 parents have their Gen Alpha kid as an authorized user on their card… 70% of Gen Alpha say they help their family keep up with new trends. 96% have gotten family to try something new because they saw it online… And they’re not even in high school yet. These are just some of the insights in USC Annenberg x our partners at Acceleration Community of Companies (ACC) ‘s Think Tank’s Gen Alpha Report, which breaks down how this generation is shaping the family cart, changing how we see loyalty, and deciding who stays relevant. It’s a refreshingly practical resource for anyone in the business of creating experiences and brands built to last generations. Read the report here: https://lnkd.in/ennXn-5e

We’re so excited our very own Christian-Jay Concepcion was featured in BizBash 2025 Fresh Faces, featuring 12 rising event pros on track to refine the industry. We’re so proud of you! Read the feature here! https://lnkd.in/e_f3w28w

Stop right there: it’s time to vote! SXSW’s PanelPicker is live, and our very own Christine Capone has a session up for vote: “You Had to Be There (But Also You Didn’t).” Alongside Ryan Joe, Editor-in-Chief of ADWEEK, Christine will dive into how we design brand experiences built for shareability, and how to keep amplifying a brand long after the event ends. Follow the link below, create a quick account, and cast your vote. (While you’re there, check out the other panels - it’s a great way to actively shape this year’s SXSW programming)! https://lnkd.in/e7HNHiEX