The team at We Are OPS and We Group were in the press again this week. Our CEO, Nick Morgan co-authored a thought-provoking article for Campaign Live.
The piece, titled “Why more brands should be considering an owned event strategy,” provides an insightful look at the growing trend of brands taking control by hosting their own events. Co-written with Rob O’Siochain, Head of Growth at TRO, the article explores how owned events are redefining audience engagement…
Why Owned Events Are Gaining Traction
The article highlights key reasons why brands are turning to owned event strategies. Traditional partnerships and sponsorships, while effective in some respects, have certain limitations. By relying on external organisers, brands often miss out on long-term connections and access to first-party data, two critical elements for building meaningful relationships with their audience.
Owned events, on the other hand, offer brands the chance to:
- Foster genuine audience connections
By designing experiences that reflect shared values and priorities, brands can engage their audience in more authentic ways, creating a sense of community. - Access first-party data
Unlike traditional sponsorships, owned events give brands the opportunity to collect critical data about attendees, enabling tailored engagement and more informed marketing strategies. - Maintain full control over event structure and messaging
With complete ownership, brands can align the event’s design and execution with their goals and the preferences of their audience.
These strategies are particularly impactful in an environment where demand for live events continues to outpace supply. Younger audiences, in particular, are seeking experiences that feel relevant and participatory, aligning well with the benefits of owned events.
Examples in Practice
The article shares examples of brands successfully adopting owned event strategies. For instance:
- Boiler Room has created events that strike a balance between exclusivity and global accessibility, fostering a sense of community among its audience while maintaining a clear brand identity.
- Red Bull has shifted from sponsorship-heavy activations to creating a diverse portfolio of owned events that drive both cultural impact and business growth.
- Just Eat Takeaway has leveraged owned events to connect with its UK delivery rider community. By tying hyper-local experiences to nationally recognisable brand values, the company effectively fosters loyalty and trust.
These case studies underline how owned events not only help brands stand out but also establish more enduring connections with their target audiences.
Looking for more events insight?
You can read the full article on Campaign Live here. If you’d like to explore these ideas further, we’d love to hear from you. Get in touch with our team.
At We Are OPS and We Group, we’re dedicated to helping brands create impactful experiences that resonate. Whether you’re considering an owned event strategy or looking for new ways to engage your audience, we’re here to help. Get in touch with us to discuss how we can support your brand’s growth.
