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If you market events, this is where you level up.
A weekly column about creating world-class events, building standout brands, and accelerating your career — with lessons from the frontlines of the industry.
The Origin Story
Hey 👋 I’m Richard McKeon, founder of Eventologist - and part of the founding team that built Tahaluf, the Informa-backed company behind LEAP, now the fastest-growing tech event in the world.
When we launched LEAP, there was no playbook.
We built everything from scratch - brand, audience, pricing, creative, data systems - while the world was still half shut down.
Three years later, LEAP had over 200,000 attendees and global recognition - and the same playbook helped us scale other flagship brands like Black Hat MEA, Money20/20 Middle East, and Cityscape Global.
It looked like an overnight success - but behind it were years of experimentation, late nights, and hard lessons about what actually drives event growth today.
That journey exposed something deeper about our industry.
The Problem
Event marketers are some of the smartest people I know - but most are still flying blind.
They’re guessing what works.
They’re missing the strategy, processes, automation, and AI systems that other industries take for granted.
And they’re often learning alone.
That’s when I realised: the event industry doesn’t need more “inspiration.”
It needs infrastructure - the frameworks, templates, and systems that help marketers actually scale.
That’s why I built Eventologist.
The Mission
Eventologist helps event professionals operate at a completely new level — by giving them the tools and insights to market with precision, not panic.
We do this through two core pillars:
1. The Newsletter
Weekly deep dives and teardowns on the strategies behind the world’s fastest-growing events - always paired with something tangible you can use today.
2. Playbooks & Templates
Ready-to-use assets covering everything from AI-powered marketing workflows to ticketing strategy and creative optimisation.
The Vision
Eventologist isn’t built to be the biggest platform.
It’s built to be the best.
This is a resource for people who believe that mediocrity is the real enemy.
Because the risk isn’t failure - failure is fast and clean.
The real danger is drifting: running last year’s playbook because it “worked fine.”
Eventologist exists to stop that drift - and to help event marketers become builders again, not passengers.
Join the next generation of event marketers
If you’re ready to learn, experiment, and win at a higher level - you belong here.
👉 Subscribe to the Newsletter
Get weekly playbooks, templates, and strategy drops that help you grow your event - faster.
