On today’s podcast episode, we present our “Unofficial Monthly Retailer Awards” (UMRAs) for August, focusing on Back-to-School activations. The awards include “Most Impactful Campaign,” “Best IRL Initiative,” and “Greatest Under-the-Radar Move.” Listen to the discussion with Vice President of Content and host Suzy Davidkhanian; Senior Analysts Arielle Feger and Carina Lamb; and Principal Analyst Sarah Marzano.

Consumers may belong to more loyalty programs than ever, but membership doesn’t guarantee engagement. HUGO BOSS is rethinking the traditional rewards model by building loyalty around experiences, access, and a stronger sense of connection.

Amex’s pop-ups need to captivate younger consumers’ attention as the cohorts gains buying power.

The partnership aims to make brands more memorable as private labels and weaker grocery demand squeeze CPGs.

Chipotle turns fan attention into first-party data.

Event enthusiasm lifts spending despite inflation and budget pressures.

Amex’s Fanatics events show how experiential sports rewards can give issuers a competitive edge.

In June, retailers and brands kept experimenting with experiential marketing, cultural partnerships, and strategic pop-ups. The campaigns that stood out tied themselves to sports moments and real consumer engagement. Here are the three retailers that won June’s “Unofficial Monthly Retailer Awards.”

Creative brands are capturing attention without official rights.

Bass Pro, RH, and Ralph Lauren are turning to hospitality to build deeper customer connections.

In today’s podcast episode, we discuss what the data says about young people actually going out and touching grass, what “logging off” really looks like, whether this trend is a temporary backlash or the beginning of a long-term cultural shift away from screens, and some of the best examples of brands taking note of this trend by creating real-world experiences. Join Senior Director of Podcasts and host Marcus Johnson, Vice President of Content Suzy Davidkhanian, Analyst Paola Flores-Marquez, and Senior Analyst Gadjo Sevilla. Listen wherever you get your podcasts, or watch on YouTube or Spotify.

B2B events face higher expectations and tighter scrutiny. Attendees want experiences that justify the trip, while marketers are increasing investment before execution maturity has caught up. Gaps show up in agenda design, networking quality, and ROI.

Digital detox drives IRL marketing: From Pinterest to Netflix, companies court screen-weary youth with phone bans and offline experiences.

Retailers in April proved that breakthrough moments come from bold repositioning, experiential stunts, and quiet backend innovations that reshape operations. Here are the three retailers that won April's “Unofficial Monthly Retailer Awards.”

Sneaker fans experienced a full-court press at the NBA’s All-Star weekend in Los Angeles this month. Nike's Jordan Brand unleashed a series of activations throughout the city, putting in action a playbook for marketers looking to make a real-world impact on brand enthusiasts.

Super Bowl campaigns aren’t one-size-fits-all; brands are now splitting between full-scale TV buys and multi-channel activations that extend beyond the broadcast.

Chase’s anticipated travel and dining trends focus on experiential and novel landscapes and experiences, and continues a push for luxury in dining.

45% of B2B marketers worldwide are prioritizing investment in AI-powered marketing tools for 2026, according to an August 2025 report from Content Marketing Institute.