Sparks president Melissa Levy joined Jenny Rooney on ADWEEK’s Marketing Vanguard podcast to talk about the state of experiential, how smart brands are measuring events, and why in-person events are having a moment that goes beyond the hype. Swipe to see ➡️ Jenny and Melissa discussed:  🎙️Why experiential is rising on the CMO agenda — and what’s driving brands to treat live events as a strategic priority, not just a line item. 🎙️ Rethinking Measurement: why badge scans and booth traffic are the wrong metrics, and what “earned engagement value” actually means in practice. 🎙️Trust as ROI: how in-person events build something that digital can’t replicate. Discover this and much more in the full conversation with adweek or by clicking the link in our story. #ExperientialMarketing #EventMarketing #ADWEEK #EventStrategy