The SMAC Summit is CEB, now Gartner's Sales and Marketing Summit. Held each year in Las Vegas, the summit is a 3 day event where Marketing and Sales come to together to hear top insights from CEB leadership and extneral speakers, network, and discover new opportunities to transform the way they do business. The soundwave is a legacy asset closely tied to the summit, representing how the SMAC practice must "cut through the noise" to deep dive into core meanings and insights. Each year, the soundwave is refreshed to keep visuals modern and unique. Several concepts for 2016 were explored, with the chosen concept stripping away excess visuals for a light and airy identity that helped assets stand out against the cluttered and noisy backdrop of Las Vegas decor.