Leveraging an existing crowd to create brand engagement can be a strategic move, as long as you adequately prepare.

For sampling to serve a greater purpose than product distribution, several major processes must be checked off your list.

Imagine a cereal box large enough to serve 160,000 people. That is exactly what Post Foods had in mind when they asked us to bring their wild idea to life.

C2MTL is an immersive three-day event that appeals to the left half of the brain as well as the right through a vast array of non-traditional experiences. Switch's Executive Creative Director, Scott Burns, tells us what stood out in his mind and why.