Panel – Winning the Moment: Tentpoles, Activations, and the Art of Showing Up

From global tentpole events to brand-owned IRL experiences, 2026 is packed with opportunities to capture consumers’ attention when they’re face to face with your product. But with everyone chasing the same moments, standing out requires more than just showing up. How do we decide which moments are worth the investment? How do we build a media mix, creative strategy, and activation plan that drives real impact? And how do we turn short-lived attention — wherever it happens — into lasting momentum? Alexis Gossard Senior Manager, Media Strategy Bayer Consumer Health Rocio Leon Co-Founder and CEO Tozi Chips MODERATED BY Ly Tran President & CEO Stiletto Collective