Steven Scaffardi, event director for CloserStill Media’s ad:tech London, on why event organisers need to take risks. Having worked in events for the past decade, particularly in the media and marketing world, there have been many events that claim to tear up the rule book, creating something so new and shiny that people will surely flock to it like a pack of rabid magpies. But there is one fundamental flaw when you fall into, what I like to call, the ‘magpie syndro...