In this episode, Steph and Ben explore the evolving role of events in modern marketing. From media fragmentation and AI breakthroughs like ChatGPT-5 to practical event strategies, they discuss how marketers can better connect with audiences and maximise engagement. They share lessons from both B2B and B2C contexts, including unexpected wins like a cheese brand at a boat show, and emphasise why audience context, face-to-face interactions, and post-event follow-up are critical to success. The conversation also features insights from Spark Accelerate, with guest Daz Martin offering a behind-the-scenes look at how owned events can shift brand perception, leverage technology, and create lasting value through content repurposing and KPIs. The episode wraps up with a preview of what’s next: career opportunities and pathways for marketers navigating today’s fast-changing landscape.