# Ryan Glick

Ryan Glick writes about experiential marketing and leads work at CNC Agency (Coffee 'n Clothes), which creates brand experiences such as pop-ups, touring activations, and events. Glick's writing argues that these experiences should connect to content, customer relationships, and measurable outcomes beyond the event itself.

- Profile: https://b2binfluencer.marketing/creators/ryan-glick/
- LinkedIn: https://www.linkedin.com/in/ryan-glick-57589446
- LinkedIn followers: 32,613
- Topics: community-building
- Based on 14 dated posts, latest 2026-10-05

## Summary

Ryan Glick is most useful for agency-led experiential campaigns that connect live events to content, retail, CRM and measurable outcomes.

- Best for: Beauty brands planning repeatable multi-city pop-up tours with retail partners and product discovery.
- Not for: Single-market one-night launch parties, production-only scopes, non-beauty brands, or personal creator sponsorship posts.
- Check first: Confirm audience includes beauty brand decision-makers and ask for campaign results.

### Takeaways

- A one-off event is one of the most fragile things a brand can buy.
- Experiential should be built as infrastructure, not just a brief burst of attention.
- Attendance should stop being the main measurement for experiential campaigns.

## Main ideas

- **A one-off event is one of the most fragile things a brand can buy**: Glick argues that the events business is built around a unit that no longer pays off: a specific moment, in a specific place, for a specific audience, with a beginning and an end. The old return was press coverage, attendee posts, and a 48-hour boost. In the essay's account, that world is gone: feeds are saturated, AI-generated content is everywhere, attention is fractured, and content has a shorter useful life. Events compare unfavorably with the assets brands normally invest in: content libraries, CRM, loyalty programs, and social followings grow over time, while events usually evaporate. The marketing value now sits in everything the moment makes possible, Glick writes, not in the moment itself.
- **Experiential should be built as infrastructure**: The proposed replacement for the standalone event is what Glick calls infrastructure: the architecture connecting each activation to what comes before and after it — content, talent, earned media, CRM, and community — so one moment keeps creating value for months. The essay says the most interesting briefs already ask for 'a world' people can step into, with value before, during, and after the physical activation. The agency's clients have moved in this direction over roughly 18 months.
- **Attendance should stop being the main measurement**: Glick argues that counting people in the room says nothing about what happened afterward, and that brands are getting more serious about what follows a visit. The 2027 outlook post names search lift, sales, CRM, earned reach, and brand lift as metrics. The essay makes the same point from the planning side, asking how an experience drives a measurable action.
- **Experiential belongs earlier in campaign planning, and brands have not settled who owns it**: Glick's outlook post says experiential budgets are growing, but identifies the more interesting change as internal: brand, comms, social, partnerships, and retail teams are all touching in-person work now. That raises the question of who owns the strategy, budget, and measurement. Timing is changing, too: experiences are being considered alongside the rest of a campaign rather than assembled at the last minute from leftover budget, which Glick expects to produce better work.
- **Brands will build repeatable in-person properties, and hospitality will merge into experiential**: Two of Glick's five 2027 predictions point in the same direction. First, brands will build repeatable formats that travel across cities and talent and get stronger each time they run. Second, the lines between experiential, retail, and hospitality are disappearing, with cafes, dinners, hotels, lounges, food and beverage, service, and membership all counting as physical brand presence. The outlook post sums it up: in-person work is 'getting a much bigger job.'
- **The agency's job is to architect the system, not just produce the event**: Production remains essential in Glick's account, but it is not enough for the model they describe. The essay calls for strategy connecting physical to digital, content systems that extend an experience's life, talent and earned media built into the idea from the beginning, measurement beyond attendance, and CRM and community designed into the system rather than added afterward. None of these pieces is revolutionary alone; the shift is to design them as one connected system from the start. Glick expects brands to seek partners who can architect that system, not simply produce the event.
- **One traveling format beats a new concept in every city**: Across Glick's project posts, the recurring method is a portable format: a fixed set of interactions repeated in different markets, usually with a retail or partner destination attached at each stop, rather than a fresh concept rebuilt for every location. Consistency is treated as an asset: the LANEIGE post stresses that every stop built on the same journey.
- **An online brand needs a physical version, and two cultural moments can share one room**: Two ideas recur in the project posts. The first is translation: taking a brand people already know online and making it something they can walk into, with personalization as the reason to stop. The second is timing: anchoring an activation to a moment when two audiences a brand cares about are already gathered, rather than choosing between them.

## Work to read

- [The End of the Event Agency](https://ryanglick.substack.com/p/the-end-of-the-event-agency)
- [What an event actually is heading into 2027](https://www.linkedin.com/posts/ryan-glick-57589446_think-about-what-an-event-actually-is-as-activity-7509270872592134144-y0-O)
- [LANEIGE Wonder Lab tour with Sephora](https://www.linkedin.com/posts/ryan-glick-57589446_the-laneige-wonder-lab-made-its-way-across-activity-7508162973115424768-Z29_)
- [The Mane Act for amika and Ulta Beauty](https://www.linkedin.com/posts/ryan-glick-57589446_cncexperiences-activity-7510716644139401217-tm0q)
- [Hanna Andersson Airstream, online to offline](https://www.linkedin.com/posts/ryan-glick-57589446_cncexperiences-activity-7512873332149538816-zrUQ)
- [’47 at Ace Bar for the first football Sunday of NYFW](https://www.linkedin.com/posts/ryan-glick-57589446_cncexperiences-activity-7511791220906688512-9jCK)
- [Five things to watch as the industry heads into 2027](https://www.linkedin.com/posts/ryan-glick-57589446_5-things-im-watching-as-we-head-into-2027-activity-7508549442804031488-q8-a)

## Brand relationships

- **Coffee 'n Clothes (CNC Agency)** (owned_business)
- **Uber** (client)
- **L'Oréal** (client)
- **Chanel** (client)
- **Walmart** (client)
- **Alix Earle** (client)
- **LANEIGE** (client)
- **Sephora** (disclosed_partnership)
- **amika** (client)
- **Ulta Beauty** (disclosed_partnership)
- **Hanna Andersson** (client)
- **'47** (client)

## Partnerships

Ryan Glick’s posts describe experiential campaigns created by CNC Agency (Coffee ’n Clothes), including a LANEIGE lab tour with Sephora, amika’s traveling launch experience, a Hanna Andersson Airstream shop and personalization studio, and a ’47 takeover of a New York bar. In their essay on the future of event agencies, they argue that a live activation should start a longer-running system, connecting the in-person moment to content, customer relationships, community, and measurable outcomes. The examples describe agency work, not a personal creator sponsorship program.

## Alternatives

- Sasha Solonin: Choose Sasha Solonin when the beauty client wants one flagship activation that has to land emotionally and produce shareable content, and wants a producer who leads with strategy and psychology rather than logistics. Their stated test — what do you want people to do after they experience this? — is the question the multi-city beauty brief should answer before choosing a format. Their practice is described as designing for that behaviour change, curating the right attendees, and measuring impact beyond attendance. This is the stronger alternative when the campaign is one high-stakes moment that must change how people feel and act, and the client would rather have one team own creative, content capture and measurement for that moment than run a travelling format.
- Marko Stupar: Choose Marko Stupar when the client's need moves off the street and onto the commerce layer around a beauty launch. The posts examine the change itself: Sephora piloting monthly product drops on TikTok Shop ahead of its own site and shelves, what that does to creator commission competition and to how much buyers will spend in the feed, and OpenAI placing ChatGPT Ads inside Shopify and HubSpot with native catalogue, attribution and product data feeding the ad. For a client whose bottleneck is where the product sells online, which creators hold the launch, and whether the product feed can answer buyer objections, this is the better-informed alternative — a launch can be run as a creator-led exclusive on a marketplace before the brand's own site gets stock.
- Clivia Saracino: Choose Clivia Saracino when the client's real question is how a beauty brand should hold physical presence across markets, not how to run a tour. The posts argue that physical retail and wholesale are where brand equity accumulates, name brands that took the slower path alongside performance marketing, and separate curation from personalisation — curation carries a point of view, is edited and sometimes withholds, and stays human, while geo-targeted storefronts are becoming table stakes. That is the better alternative when the client needs a multi-market retail strategy or a permanent physical presence, and a written case for what should travel digitally and what should stay physical before committing budget to any activation.

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AI-assisted summary of public posts. Audience demographics are not available. Engagement appears only where we checked recent posts. Method: https://b2binfluencer.marketing/methodology/