“Are you going to event X? Brand Y is hosting and they have lined up Mr Z for the keynote!” How many times have you heard this kind of banter from a colleague or fellow marketing professional? But, if you think about it, there is truth in the words spoken by such people. The prestige and kudos associated with being the organiser of a top-drawer experience are just a few of the benefits to be had. The question is; can you afford not to own your event platform?