On a roll: Mark Veeder

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Mark Veeder, 37, got his start in public relations at Burson-Marsteller's New York office, and in 1991 launched his own PR agency emphasizing events. In 1995, Mr. Veeder joined forces with event marketing guru John Schwartz to form EventQuest. The 15-person company handles both consumer and business-to-business promotional events. Clients have included GQ, Mercedes-Benz USA and Sony Electronics.

Edge: Creating events derived from a brand's image and never doing the same thing twice.

Coups: Flying a flock of Tibetan nuns to New York to add a spiritual angle to the opening of Sephora's store in New York; borrowing Donald Trump's apartment for an event promoting SubZero refrigerators; creating 24-karat gold tiles to decorate tables at an event promoting artistic glass tiles.

Opinion: Event marketing used to be an afterthought; now it's a strategic marketing tool helping introduce a brand image and set the stage for advertising.

Tip: Instead of forcing a brand onto an event, let the brand's unique elements create the event, then do things that have never been done before.

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