Bringing Brands to Life: Why Marketing Activations Work Best With a Project Manager & an Event Planner
2022 NBA All Star Weekend. Ruffles x MTN Dew “The Block”
Let’s Get Active!
It’s NBA All-Star Weekend! What better way for sponsors to strengthen their brand equity than through high-energy activations during one of the biggest weekends in sports?
At CLMGMT, we manage a variety of campaigns—community engagements, social media, email marketing, advertisements, and more—but if we had to rank our top projects to manage, marketing activations are easily in our ‘top five, not five.’ Why? Well, just look at how happy I am in the photo above!
All jokes aside, I love branded activations. A great marketing activation is more than just an event—it’s an experience that sparks brand awareness, engagement, and lasting connections. The brand experience is what makes a marketing activation unique, and for us, the most rewarding part is seeing it all come to life—watching people interact, engage, and truly connect with a brand.
But why should a brand lean on hiring a Project Manager (PM) instead of just an Event Planner? My answer: Strategic Alignment.
Defining a Brand Activation vs. a Traditional Event
Before we dive into the specifics, I want to be clear on the difference between a brand activation and other events, because (you guessed it)... not all events are created equal. A brand activation is a strategically designed experience that aims to introduce, elevate, or reinforce a brand’s presence in the market. Whether launching a new product, heightening awareness, or creating a viral moment, the goal is always to connect with audiences in an impactful and memorable way. This is vastly different from a corporate luncheon, private gala, or birthday party, which primarily focus on hospitality and guest experience rather than measurable brand impact.
The Role of an Event Planner vs. a Project Manager
Event planners (whom I love by the way) are essential in ensuring that key components of an event, such as venue selection, aesthetic design, event flow, vendor coordination, and guest experience, are executed flawlessly. However, I believe that when the brand is at the core of the event, a Project Manager is the better partner to ensure the brand is elevated through the experience attendees have.
The Strategic Role of a PM in a Brand Activation
Project managers are generally involved from the very beginning of the activation. Unlike event planners who primarily focus on logistics and aesthetics, PMs develop and execute a strategy that aligns with the brand’s long-term goals.
At CLMGMT we:
Work with clients to strategize how to meet their activation goals—whether it’s increasing awareness, driving engagement, or launching a product.
Manage cross-functional teams, including marketing, design, sponsorship, PR, and digital teams.
Oversee the timeline and logistics of multiple groups, ensuring everything stays on track—from creative production to installation and activation day.
Provide real-time problem-solving and crisis management, ensuring smooth execution even when unexpected challenges arise.
Ensures that marketing efforts don’t stop at the event itself but extend into post-activation success—monitoring performance, engagement metrics, and follow-up strategies.
CLMGMT’s Experience: Why Both Roles Matter
I’ve had the pleasure of project managing a variety of marketing activations—both small and large scale. Depending on the scale, event planners play an incredibly essential role in execution. In fact, I can’t imagine the success of many activations without an event planner handling the fine details of aesthetics and guest experience.
One of my favorite events was managing a three-night launch event for the largest hotel in Ohio. Each night had a unique theme and target audience. The event planner played a critical role in curating the look, style, and on-site experience, while my job as the project manager was to ensure all other elements—budget management, client correspondence, brand alignment, marketing strategies, run-of-show coordination, and vendor management—were flawlessly executed.
And while there may be stress along the way of planning a fabulous event (speaking for a friend) that moment when you pause, look around, and see guests completely immersed in the experience…you know that all the chaos, strategy, and behind-the-scenes work led to something incredible! Which is most certainly my favorite part.
Thinking About Your Next Brand Activation?
When planning a brand activation, hiring an event planner is important—but it’s not enough. A Project Manager bridges the gap between creativity and strategy, ensuring activations aren’t just visually stunning but also results-driven.
Let’s create something impactful together! CLMGMT has the expertise to oversee timelines, budgets, strategy, teams, and execution. Reach out for a consultation, and let’s knock out your next activation! 🚀