Lara Owen Reporter, C&IT
Mastering event marketing in 2024

Mastering event marketing in 2024

C&IT collaborated with Campaign to discuss the capabilities of events within brand marketing. 

The coupling of events and marketing is not a new concept: we already know that giving your target audience the opportunity to create lasting memories in an immersive experience is one of the best ways to increase brand awareness and better your brand’s public perception. 

But, something new for 2024 is the role of events within the marketing mix. Recent research by C&IT found that two-thirds of event professionals consider themselves digital content creators as much as live experience curators. 

So, how can you best use experiential events to build your brand profile? C&IT’s Lara Owen and Campaign’s Gurjit Degun chatted to Marc Allott, creative director at First Event and Ben Newbury, head of brand marketing at Yorkshire Tea, about how brand marketers and event professionals can best collaborate to boost brand engagement and awareness.