{"id":13028,"date":"2026-07-07T02:00:57","date_gmt":"2026-07-07T06:00:57","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2026\/07\/07\/why-brand-agency-partnerships-build-better-experiences\/"},"modified":"2026-07-13T12:22:58","modified_gmt":"2026-07-13T12:22:58","slug":"why-brand-agency-partnerships-build-better-experiences","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/why-brand-agency-partnerships-build-better-experiences\/13028\/","title":{"rendered":"Why Brand-Agency Partnerships Build Better Experiences"},"content":{"rendered":"<p><\/p>\n\n\n<p class=\"wp-block-paragraph\">Gil Forer is the founder and producer of Innovation Realized, the immersive leadership summit originally created at EY to bring together business, government, and academic leaders to shape the future of enterprise. Lina Beaudin is VP of Production at C2 Studio, where she leads the creative development and production of immersive experiences for global brands including EY, Amazon, and RBC. Together, they share the story behind one of experiential marketing&#8217;s most successful brand-agency partnerships.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In this episode, they explore how trust became the foundation of the EY and C2 relationship, what it takes to turn strategy into immersive experiences, and why the strongest partnerships create value far beyond event metrics. They also discuss balancing creativity with business goals, choosing the right agency partner, and the lessons every marketer can take into their next collaboration.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Hosted by Marie-Elaine Lemire, Head of Content at SIGHTLINE.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Want to sponsor or be featured on an episode?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u27a1\ufe0f Reach out to our team today: <a href=\"mailto:contact@sightlinelive.com\">contact@sightlinelive.com<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Join our newsletter for industry news and expert insights before anyone else.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u27a1\ufe0f <a href=\"https:\/\/www.sightlinelive.com\/join\">https:\/\/www.sightlinelive.com\/join<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Connect with us and follow our growing community:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u27a1\ufe0f LinkedIn: <a href=\"https:\/\/www.linkedin.com\/company\/sightline-live\/\">https:\/\/www.linkedin.com\/company\/sightline-live\/<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u27a1\ufe0f Instagram: <a href=\"https:\/\/www.instagram.com\/sightline.live\/\">https:\/\/www.instagram.com\/sightline.live\/<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Explore the complete SIGHTLINE world:<a href=\"https:\/\/www.sightlinelive.com\/\"> https:\/\/www.sightlinelive.com\/<\/a><\/p>\n\n\n\n<h3 id=\"h-listen-to-all-episodes-on-your-favorite-podcast-platform\" class=\"wp-block-heading\">Listen to all episodes on your favorite podcast platform:<\/h3>\n\n\n\n<div class=\"wp-block-group aw-mig-inline-images is-content-justification-left is-nowrap is-layout-flex wp-container-core-group-is-layout-c88056ad wp-block-group-is-layout-flex\">\n<div class=\"wp-block-group aw-mig-inline-images is-content-justification-left is-nowrap is-layout-flex wp-container-core-group-is-layout-c88056ad wp-block-group-is-layout-flex\">\n<figure class=\"wp-block-image size-full is-resized\"><a href=\"https:\/\/podcasts.apple.com\/us\/podcast\/sightline-live\/id1891365005\"><img loading=\"lazy\" decoding=\"async\" width=\"128\" height=\"128\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2020\/12\/100apple.png\" alt=\"apple podcasts\" class=\"wp-image-7392\" style=\"object-fit:cover;width:32px;height:32px\"\/><\/a><\/figure>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><a href=\"https:\/\/open.spotify.com\/show\/61HCbVKPQXAr14FV1twKYn\"><img loading=\"lazy\" decoding=\"async\" width=\"128\" height=\"128\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2020\/12\/100spotify.png\" alt=\"spotify podcasts\" class=\"wp-image-7393\" style=\"object-fit:cover;width:32px;height:32px\"\/><\/a><\/figure>\n<\/div>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><a href=\"https:\/\/www.youtube.com\/playlist?list=PLcTvMd3G4U68qe7FjLNDnExbZ26tlKqfj\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"2048\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2025\/04\/youtube-icon-2048x2048-ndntqyit.png\" alt=\"youtube podcasts\" class=\"wp-image-8368\" style=\"object-fit:cover;width:32px;height:32px\" srcset=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/04\/youtube-icon-2048x2048-ndntqyit.png 2048w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/04\/youtube-icon-2048x2048-ndntqyit-300x300.png 300w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/04\/youtube-icon-2048x2048-ndntqyit-1024x1024.png 1024w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/04\/youtube-icon-2048x2048-ndntqyit-150x150.png 150w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/04\/youtube-icon-2048x2048-ndntqyit-768x768.png 768w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/04\/youtube-icon-2048x2048-ndntqyit-1536x1536.png 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\" \/><\/a><\/figure>\n<\/div>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<iframe loading=\"lazy\" style=\"border: none; min-width: min(100%, 430px); height: 150px;\" title=\"Great Partnerships Build Great Experiences, How Brand and Agency Become One Team | Gil Forer &amp; Lina Beaudin, EY x C2\" src=\"https:\/\/www.podbean.com\/player-v2\/?i=b5gvf-1b06da3-pb&amp;from=pb6admin&amp;share=1&amp;download=1&amp;rtl=0&amp;fonts=Arial&amp;skin=1b1b1b&amp;font-color=auto&amp;logo_link=none&amp;btn-skin=fb0584\" width=\"100%\" height=\"150\" scrolling=\"no\" data-name=\"pb-iframe-player\"><\/iframe>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n","protected":false},"excerpt":{"rendered":"<p>In this episode we explore how trust became the foundation of the EY and C2 relationship, what it takes to turn strategy into immersive experiences, and why the strongest partnerships create value far beyond event metrics.<\/p>\n","protected":false},"author":7,"featured_media":13029,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[],"topics":[23,44],"class_list":["post-13028","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","topics-podcast","topics-sightline-live"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Why Brand-Agency Partnerships Build Better Experiences | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/why-brand-agency-partnerships-build-better-experiences\/13028\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why Brand-Agency Partnerships Build Better Experiences\" \/>\n<meta property=\"og:description\" content=\"In this episode we explore how trust became the foundation of the EY and C2 relationship, what it takes to turn strategy into immersive experiences, and why the strongest partnerships create value far beyond event metrics.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/advertisingweek.com\/aw360\/news\/why-brand-agency-partnerships-build-better-experiences\/13028\/\" \/>\n<meta property=\"og:site_name\" content=\"AW360\" \/>\n<meta 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