2025 Unplugged: The Year Connection Became the Advantage

2025 was a year unlike any other for the industry. With AI reshaping workflows, tighter budgets, and teams stretched thin, the pressure to perform at every major event was intense. Yet, amid this chaos, something shifted. Connection became more than a buzzword—it turned into a competitive advantage. And nowhere was that shift more visible than through Unplugged, which grew from a newcomer to an essential presence at the industry’s biggest stages. In 2025, Unplugged sparked a turning point by creating intentional spaces and meaningful interactions that redefined how leaders engaged, collaborated, and built momentum.

The Challenge of 2025: Doing More with Less

The year brought a unique set of challenges. Budgets were tighter, teams were smaller, and the pace of change accelerated. Industry leaders faced the expectation to deliver fresh ideas and clear answers at every major event, despite growing uncertainty. Traditional events felt overwhelming and often failed to provide the meaningful engagement people craved.

In this environment, simply attending another conference or panel was not enough. People needed spaces that made their presence worthwhile—places where they could connect deeply, exchange ideas, and leave energized. This need set the stage for Unplugged’s rise.

Unplugged’s Intentional Approach to Connection

Unplugged’s success in 2025 came from its focus on intentionality. Instead of spectacle or scale, the emphasis was on creating environments designed to foster genuine interaction. Across cities like Las Vegas, Miami, Cannes, and New York, Unplugged became the go-to space for leaders who wanted to meet the right people and have meaningful conversations or create memorable moments.

The design of these spaces prioritized comfort, openness, and focus. This approach allowed attendees to engage without distractions, making each meeting count. The result was a community that felt valued and energized, not drained.

Building a Thriving Community

In our first full year, Unplugged attracted over 5,000 industry leaders, with more than 2,000 participating in live gatherings. The audience was diverse yet focused:

• Over 1,700 from brands and agencies

• More than 800 represent publishers and media companies

• 80%+ decision-makers who brought thoughtful insights and deep engagement

  
  

This mix created a dynamic environment where ideas flowed freely and collaborations sparked naturally. The energy in the rooms shifted, driven by the quality of the people and conversations rather than flashy presentations.

New Formats That Enhanced Connection

To support this growing community, Unplugged introduced several new formats that offered different ways to connect:

• Supper Club: Curated dinners that encouraged leaders to open up in a relaxed setting before the night’s events

  
  

• The Pavilion: A home base at major industry tentpoles, providing a consistent space for ongoing connection

  
  

• CTRL+ALT+Culture: Focused conversations that brought important cultural topics to the forefront

  
  

• Truth Be Told: Full-room roundtable sessions that added depth and personal perspective to industry discussions.

  
  

• Unplugged Studio: More than 30 in-depth interviews and discussions captured on video, extending the reach of the conversations

  
  

• Cannesversations: A series that kept the industry talking wherever it gathered, maintaining momentum beyond the events

  
  

These formats gave attendees multiple ways to engage, from intimate dinners to larger group discussions, all designed to deepen relationships and spark new ideas.

Examples of Impactful Moments

Several moments from 2025 highlight how Unplugged changed the way the industry connected:

• At one of our major gatherings, senior investment and platform leaders met for the first time in a way that finally unlocked a long-stalled relationship.

• Across CTRL+ALT+Culture and our Pavilion programming, partners engaged in focused conversations that opened new opportunities with both prospects and existing clients.

• Inside Supper Club, curated small-group conversations helped spark new collaborations, including early-stage pilot discussions between technology partners and brands.

• More than 60 pieces of recorded content across The Unplugged Studio and Cannesversations.

  
  

These examples show how intentional spaces and formats can lead to real outcomes that go beyond networking.

Why Intentionality Mattered More Than Ever

In a noisy, fast-moving year, intentionality became a rare and valuable commodity. Unplugged’s focus on creating spaces where people could truly connect helped cut through the clutter. Attendees didn’t just show up; they engaged deeply, shared openly, and left with new momentum.

This shift also reflected a broader industry trend: success depended less on flashy presentations and more on building trust, understanding, and collaboration. Unplugged captured that shift perfectly.

Looking Ahead: Connection as a Core Strategy

The lessons from 2025 suggest that connection will remain a key competitive advantage. As technology and market pressures continue to evolve, the ability to create meaningful engagement will define leaders and organizations that thrive.

Unplugged’s model offers a blueprint for the future:

• Prioritize quality over quantity in interactions

• Design spaces and formats that encourage openness and focus

• Build diverse, impactful communities that bring different perspectives

• Use storytelling and candid conversations to deepen understanding

  
  

By embracing these principles, the industry can move beyond transactional networking and into relationships that actually move business forward.