As AdAge reported recently, more and more agencies are starting their own conferences and awards. (We would also add adtechs to the mix too!)
Why? Sponsoring industry tentpole events can become eye-wateringly expensive, and sometimes you're better off owning your own IP: the data, the audience, and building your own community.
Some industry events go where the audience already exists (think SPORT Beach, The Female Quotient), and some orgs would rather create their own standalone event on their own terms (think SMARTLY Advance, Own It) where they better maintain control.
Either way, it's recognition that events are the most powerful way to engage new customers and build loyalty with existing ones.
But before you go ahead with what could be a very costly and time-consuming exercise, you need to think carefully about WHY you're doing this conference or award program in the first place.
Thankfully, we have you covered. Here’s our expert advice on the nine essential questions you need to ask before creating your own event.
