The real outcome of a live event isn’t reach, impressions or foot traffic. It’s connection: the hardest-earned and most valuable result a brand can create. Craig Muller from Uno Loco talks us through how to get it right.
In a world that still remembers alert levels and social distancing, the hunger for genuine, human connection hasn’t faded. If anything, it’s sharpened. It’s no surprise, then, that live experiences continue to command serious investment.
According to 2026 trend reports*, approximately 58% of B2B marketers expect to increase their event budgets, and in the tech sector, events account for nearly 25% of total marketing spend. But while spending is up, confidence often isn’t. Many marketers admit that when it comes to choosing the right event partners, they’re relying more on instinct than insight.
Events are demanding beasts. They’re high-stakes, unpredictable and unforgiving. Your brand isn’t just being “activated” – it’s being stress-tested, live and in front of the audiences that matter most. The good news? You don’t have to face that pressure alone.
Alive and well
When marketing teams pass their carefully crafted brand guidelines to an event agency, everything changes. To some that’s daunting, but in the right hands, it’s where brands come alive.
Your brand is more than a logo or colour palette. Done well, events create emotional connection, build trust and deliver brand equity that leaves an impression for far longer than a quarterly report.
The right event partners understand this responsibility. They act as brand custodians, not just executors. They bring foresight, insight, solutions and energy. Just ask Craig Muller, one half of the leadership team of New Zealand’s trusted event specialist team, Uno Loco.
After three decades and thousands of events, Muller has five non-negotiables every marketer should look for in a potential event partner (and why it pays to be picky).
Keeping it real for 30 years
Uno Loco has been Aotearoa’s best kept secret since 1996. Big name brands like Coca-Cola, NZTE, Xero,
One NZ, Woolworths and Bayleys have trusted them to deliver their biggest moments year after year. They’re the ones behind the scenes, pulling the strings and causing the smiles, showcasing their clients’ brands in a way that feels authentic to who they are.
Five non-negotiables your event partners should live by
- Audience is an obsession
Just like marketing, understanding your audience is not a nice-to-know, it’s the entire brief. The strongest event partners obsess over who they’re designing for before they talk budgets, builds or run sheets. The first conversations should focus on what you want people to think and feel, not just what they’ll see. - Speed and agility
In the events world, fast pace is the standard. Last-minute mishaps, brief changes or scope changes shouldn’t equal scope creep – or worst of all, panic. Your event partner needs to be as agile as your marketing strategy. Watch out for agencies that can’t pivot without timeline meltdowns. Work with partners who’ve built flexibility and scaling into their DNA. - Plays well with others
The best events are a result of agencies who work well with your creative, media and PR partners. After all, your event agency isn’t working in isolation – they’re joining your existing team ecosystem. Cross-agency collaboration is the secret weapon for great event specialists. When everyone’s working to the same playbook, everyone protects the brand together. Ego has no place in a live environment. - Scale with safety
In events, health and safety is everything – including your brand’s reputation. You need to work with a team that has a rich understanding of the comprehensive health and safety rules and regulations, and don’t lose sight of their importance. The right partners should be able to safely scale your event without losing the creative vision and experience you signed up for, regardless of whether you’re entertaining 15 or 5,000 people.
- Passion and people
You want partners that keep the infectious energy consistent from pitch to packdown. After all, fun isn’t frivolous – it’s what makes your brand memorable. And so are the creative little details that make people’s day when they notice them. The best event teams are slightly obsessive about these moments of magic and will go in to bat to make them happen. It’s no understatement to say that event planning is stressful. So it pays to have a team that collaborates with you and truly cares about making your brand shine. The best kind are also ready to steady the room when a spanner is thrown in the works.
For more strategies, email [email protected].
This story comes from NZ Marketing magazine issue 86, March-May 2026. Why not subscribe? Get four issues a year for just $50 (including delivery) if you autorenew.
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