Top 5 Experiential Trends from Advertising Week NYC 2025

Insights from Sparks’ Strategy and Marketing Team on What’s Shaping the Future of Brand Engagement.

Advertising Week New York 2025, the premier advertising event in the world built for today’s changemakers across marketing, media, tech and culture, is the pulse check we need on where marketing is headed next. With over 16,000 attendees and 1,300+ speakers across four packed days, the event spotlighted the evolving intersection of creativity, technology, and human connection. Sparks was on the ground with clients, appeared on panels as speakers, and walked the floor as participants at this important gathering of industry peers. Our Strategy team was there, and weighed in on some key trends that stuck out for marketers who really delivered.

Here are the top five experiential takeaways that brand marketing teams should keep in mind as they plan for 2026 and beyond:

1. Format Innovation Wins Attention

Standard panels are no longer enough. The sessions that broke the mold—visually-led storytelling, interactive formats, and unexpected pairings like Gen Z creators interviewing C-suite leaders—were the ones that stuck. Humor, audience participation, and gaming elements added a human touch that made content memorable. As Marc Herron, Sparks’ SVP of Strategy, said in a panel session at AWNY 2025, “Conference is a dirty word. It’s all about community: a human approach is essential.”

Sparks helps brands design experiences that go beyond the stage to create that sense of community. Whether it’s a live demo, a co-created session, or a gamified lounge, we help turn passive audiences into active participants.

2. Connection Beyond the Stage

Smaller, more personal setups like lounges and post-session gatherings turned panels into real conversations. Attendees gravitated toward spaces where they could take ideas further and connect beyond the agenda. The gaming track nailed this with a lounge-style setup that kept energy flowing between sessions.

In a conversation with Advertising Week’s Director, Thomas Franke, Sparks’ Chief Growth Officer Adam Charles commented, “To truly stand out, experiences can’t just look good, they have to mean something. Start with why, anchor it in strategy, and make sure it moves people emotionally.” Sparks specializes in designing environments that foster connection—spaces that feel intentional, premium, and aligned with brand values. From curated lounges to executive roundtables, we help brands build the moments that matter.

3. Real Stories, Not Sales Pitches

Audiences responded to authenticity. Sessions that featured partners, clients, and real-world challenges resonated far more than polished brand monologues. The takeaway? Vulnerability and transparency build trust. By integrating real voices and behind-the-scenes narratives, brands must co-create content that feels authentic and turn thought leadership into shared storytelling. Marc Herron commented, "Trust is now a currency and its value has risen exponentially."

And in a world where content can be machine-made and misinformation spreads fast, Sparks emphasizes the importance of creative integrity, content provenance, and clear standards. We help brands stay human, verified, and trustworthy, and that’s what sets us apart.

4. Two Letters Drove the Conversation: AI

Unsurprisingly, AI in advertising was a theme that dominated the event. Brands must exhibit less fear, and take more focus on using AI as a creative accelerator grounded in people’s lived experience. The conversation has shifted from “will it replace us?” to “how do we use it to do better and faster work?”

Two other themes stood out:

• Data and measurement: From collecting data to actually closing the loop; using insights for personalization and real impact.
• Gaming: A breakout success with the first dedicated track—standing-room-only sessions and strong energy all week. Focused on Gen Z and Gen Alpha, the content highlighted how brands can take a more integrated, authentic approach—favoring low-key, culture-led moments over highly-produced content.

5. Premium Offsites Are Redefining the Experiences

With the main event packed and fast-paced, offsite gatherings offered space to slow down and go deeper. Executives gravitated toward curated, high-touch environments that prioritized quality over quantity.

Working with the right partner to design offsite experiences that feel like extensions of your brand is key for today’s experiences. From private dinners to branded lounges, offsites that are elevated, intentional, and built for meaningful engagement create the space where real relationships and communities grow.

Advertising Week 2025 made it clear: unforgettable experiences aren’t just creative—they’re strategic, measurable, and built to lead.