Advertising Week and the future of industry conferences get a full
rebuild on We Fixed It You're Welcome, recorded live in New York
with Erica Boeke, CEO of XP Land. Aaron sits down with Erica in NYC
while Melissa and Chino join remotely to ask why Advertising Week
New York now runs out of an old Herald Square mall, why event
sponsorship budgets are shrinking, and why the best conference
networking happens at fringe events. Erica, who spent years
creating brand experiences for Condé Nast titles, lays out an
experiential marketing and event marketing strategy playbook for
Advertising Week 2027 built around the attendee experience. In this
episode: - Why Erica last spoke at Advertising Week in a former JC
Penney boys department - The dirty little secret: why she hasn't
bought a badge for SXSW, AWNY or Cannes in years - How 86 devices
for the 86th Oscars beat a $250,000 logo-on-a-napkin package - Why
Canva, Sephora and Target no longer need conferences to reach their
fans - The fixes: make New York the campus, program downtime,
design moments of awe What you will learn Why Advertising Week
moved from Broadway theaters to a Herald Square mall, where Erica
last spoke inside the old JC Penney boys department The dirty
little secret of big conferences: why Erica hasn't bought a badge
for SXSW, AWNY or Cannes in years, and why that should worry
organizers How Erica got Samsung to deliver 86 devices for the 86th
Oscars green room, and why that story beats a $250,000
logo-on-a-napkin sponsorship Why one major insurance tech
conference's sponsor list shrank to roughly half of what it was
three years ago How Canva, Sephora and Target built audiences big
enough that conferences now need them more than they need
conferences Why the best feedback from a Fast Company Innovation
Festival survey was about networking on the shuttle buses The 2027
fixes: audit the attendee journey, make New York the campus, get
out of the mall, program downtime and design moments of awe About
the guest Erica Boeke started her career as a journalist before
moving to the brand side at Condé Nast, where she created
experiences for titles including GQ, Teen Vogue, Wired and
Architectural Digest. Her work includes the Oscars green room with
designer David Rockwell. Today she runs XP Land, which hosts
experiential events alongside Advertising Week and is launching its
first experience upfront next year. Connect with Erica Boeke:
LinkedIn: https://www.linkedin.com/in/erica-boeke/ Connect
With the Show Subscribe for more deep dives where we fix big
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them back better than we found them. Disclaimer A quick disclaimer.
We are going into this somewhat cold and nothing we say should be
construed as legal advice, financial advice or anything that would
get us in trouble. These are our views and opinions. We’re here to
ask the kinds of questions everyone’s thinking, have an engaging
conversation and maybe come to some conclusions that we feel are
worth exploring. By the end, if we fixed it, you’re welcome. All
trademarks, IP and brand elements discussed are property of their
respective owners.
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