Variety and Outfront have announced the inaugural Experience and Culture Summit: The IRL Advantage, an invite-only event taking place on 7 October in New York. The summit brings together marketing leaders from major brands including Ulta Beauty, Snap, American Express and NBCUniversal, alongside sports organisations and entertainment figures such as Questlove, Charlamagne tha God and Ice-T, to discuss how real-world experiences have become central to modern marketing strategy.

The event reflects a significant shift in how brands engage audiences as digital attention becomes increasingly fragmented across multiple platforms and screens. Rather than relying solely on digital channels, companies are investing in tangible, in-person experiences such as games, concerts, festivals and street activations to build genuine connections with consumers. The summit will explore practical examples of real-world campaigns that have delivered measurable results, emphasising that authentic human connection and live experience cannot be replicated or automated by digital means alone.