Los Angeles has long been a launchpad for creative ideas, and today, the city’s marcomms industry continues to evolve with fresh approaches to partnerships, experiences, and media. From experiential activations to community-led collaborations, local leaders reveal how LA’s unique mix of culture, innovation, and connection is shaping what’s happening now in marketing and communications.
Agency Guacamole x Matrix via Instagram
Bilal Kaiser, Principal, Agency Guacamole
"Experiential is bigger than ever – pop-ups, consumer-focused events, influencer dinners, etc. We’re noticing an increase in all types of activations, but in particular small- and medium-scale events that tie in niche LA experiences (think bougie smoothies, iconic coffee shops, etc.). It’s always fun exploring cool activation ideas for our clients, especially since we can have outdoor events for most of the year here in So Cal.
"Prepping for LA to have an even bigger place on the global stage – With LA hosting the World Cup next year and the Olympics in 2028, we’re beginning to see how our clients want to tap into those cultural moments to maximize eyeballs. Beyond AG, I wouldn’t be surprised to see some really fun and quirky integrations begin seeping into local and national brand marketing and communications, esp. amongst beauty and lifestyle brands.
"New ways to partner with industry pros – it’s no secret LA has had a tough year – from the fires in January to the rapid changes in the entertainment industry – and our friends and neighbors are looking for new ways to apply their skills and keep working. One area of opportunity we’re noticing is being able to partner with fantastic industry talent on campaigns and events that may previously have been unavailable, like extremely skilled film/tech crews and high-end MUAs/estheticians."
Lauren Urband, Founder & President, The Consultancy PR
“Los Angeles is a uniquely layered market where community, creativity, and style converge. Success here isn’t just about visibility; it’s about creating purposeful moments that resonate with people on both a personal and cultural level. In LA, the most impactful events balance storytelling with thoughtful tactical considerations, whether that means the intimacy of a dinner with a curated guest list or the energy of a larger-scale launch. Details like location, ease of access, and personalized touches matter just as much as the big creative idea. With its natural intersection of design, culture, and lifestyle, LA offers brands an incredible opportunity to connect meaningfully, build community, and spark lasting relationships that extend far beyond a single campaign or event.”
Yvonne, Founder & CEO, ALLY
“While the broader US economic landscape may be challenging for international expansion, Los Angeles remains the strategic entry point for European and German brands on the west coast seeking to establish their US presence. LA's cultural openness to reinvention perfectly matches the entrepreneurial spirit of German brands ready to evolve for American consumers. At ALLY, we've helped many clients to leverage LA's unique mix of creative communities, multicultural audiences, and storytelling platforms. What sets LA apart is that consumers are exceptionally open to new concepts with European roots—they value precision engineering, authentic craftsmanship, and daring new ideas. LA offers something traditional markets can't—an audience that celebrates both aspiration and authenticity.”
Erik L. Perez, Founder & Partner, Hello PR Group
“What’s unique to Los Angeles right now is how personal and mobile everything’s become. Brands are taking the work to their audience, such as road-showing initiatives, hosting studio-style appointments, and creating unique press moments. The splashy cocktail still matters, but only if it’s built around a crisp story and tangible outcomes (i.e., new partnerships, specs, and content that travels). LA rebuild narratives are also cutting through, since they're fusing craft, community, and optimism, all very LA. The sweet spot here is high touch, low drag, and deeply measurable.”
Amy Prenner, Founder, The Prenner Group
“I would say what’s unique is that there are more independent PR practitioners than ever and it’s more challenging than ever to secure placements as well as clients. I think you could say it’s the ‘Wild Wild West.’ There are no guarantees which means you have to work even harder to secure each individual placement.”
Amy Rossetti, CEO, Rare Public Relations
“What makes Los Angeles such a distinct marcomms market is the convergence of entertainment, culture, and commerce that constantly inspires new forms of collaboration. We’re seeing companies lean into unexpected partnerships that tap into LA’s creative DNA—whether it’s a real estate development aligning with cultural institutions or wellness facilities to consumer brands teaming up with local artists to debut products. The media ecosystem also reflects this, blending traditional outlets with influencers, creators, and niche platforms, so today's successful strategies have to be as multidimensional as the audiences they’re reaching."
Matthew Alexander, President & Founder, Visualize Creative Agency
“What’s unique about LA’s Marcomms, specifically the events scene right now, is the way experiences are being designed as cultural moments rather than one-off activations. In LA, clients and consumers are craving more than just a beautiful venue; They want events that feel immersive, community-driven, and rooted in creativity. We’re seeing brand partnerships that lean into art, wellness, and lifestyle integrations, with experiences crafted to be shared both in-person and digitally. The magic of LA is that it blurs the line between entertainment and marketing. An event isn’t just a gathering, it’s a story that lives on across media, influencers, and cultural conversations long after the lights go down. At VISUALIZE, this is where we strive to make those impactful moments in events that will long be talked about with the community formed from the events created.”
Nicholas E. Adams, President & CEO, NINICO
“In Los Angeles, we’re seeing no shortage of eye-catching brand activations and partnerships. But what truly sets the smartest players apart is how they extend those moments. It’s not just about the event itself; it’s about layering in thoughtful public and media outreach that amplifies the story, engages stakeholders, and ensures the impact lasts well beyond a single activation. That integration of creativity with strategy is what transforms a splashy campaign into long-term brand equity.”
Jessica Starman, CEO, Elev8 New Media
“In Los Angeles, much of marcomms often revolves around translating complexity into messages people can both understand and trust. Because our clients span fields such as biotech, AI, crypto, and EV infrastructure, the task extends well beyond straightforward promotion. We must translate complexity and earn trust with influential stakeholders.
“Practically, this means leveraging LA’s greatest assets, storytelling and spectacle, to deliver serious business results. Instead of promoting a celebrity, we position founders and CEOs as thought leaders, earning media that builds scientific and investor confidence. Product launches become immersive demo experiences where investors and journalists can engage directly with breakthrough technologies.
“The ultimate goal is legitimacy. By pairing LA’s narrative power with Silicon Valley’s technological drive, we create campaigns that make complex ideas not just financially relevant but also culturally understood.”
Belinda Sztrom, VP of Events & Partnerships, The Digital Dept.
"LA’s influencer events have evolved into fully immersive, content-first experiences. The focus now is on interactivity and authenticity, not just photo ops. Brands are co-creating with creators from the ground up, designing events meant to be captured, shared, and genuinely felt. From wellness retreats to hands-on activations, the best events today feel less like marketing and more like collaborative storytelling."
Kate Mintos, Head of Experiential Production, LA, Small Girls PR
"In LA, we’re not just following cultural momentum — we’re uncovering the smartest ways for brands to build meaningful experiences. For SoCal-based companies specifically, we’ve steered them toward community-first experiences that prioritize local fans and a deeper connection to the brand identity. We’re also integrating AI to sharpen how and where we activate — analyzing hyperlocal social chatter to pinpoint the best neighborhoods for activations, so our clients don’t just get a great event; they get smarter targeting, stronger turnout, and cultural impact that travels far beyond the room."
Team Violetta Group
“What makes LA’s marcomms ecosystem so unique right now is the way brand partnerships are increasingly rooted in community and cultural storytelling. LA isn’t just a market; it’s a crossroads of fashion, entertainment, tech, beauty, wellness, and design. We continue to encourage our clients and brands to embrace digital creators and KOLs into every layer of a campaign or seasonal collection launch, from product demos and testing to early content development, lookbooks, experiential events, and post-launch storytelling via social content. This approach transforms campaigns from a single moment into a narrative that unfolds across touchpoints and taps into creators’ existing, loyal audiences. It also compliments the PR storytelling, giving us more authentic narratives, deeper angles, and stronger hooks to capture media attention over time. That full-circle, 360° model of collaboration, combined with LA’s cultural diversity and creative energy, is what’s truly resonating and extending reach far beyond the city.”
