In Chapter 12 of 12 in his 2010 Capture Your Flag interview with host Erik Michielsen, media and publishing entrepreneur Phil McKenzie walks through why events, when done well, can be transformative brand marketing tools. Events can establish trust, build relationships, strengthen loyalty, and do so in a positive way. McKenzie highlights an example of how a Mad Men Clorox ad created a meaningful connection to its audience. He then shares his experience creating a Jaguar XJ product launch event at New York's Classic Car Club. Phil McKenzie graduated from Howard University and earned an MBA from the Duke University Fuqua School of Business. Before starting FREE DMC and the Influencer Conference, McKenzie worked for eight years in sales and trading at Goldman Sachs.