Where big ideas meet bold design

What trends and challenges are impacting event management specialists? Event agencies discuss the market, freelancers, and why there’s a trend for face-to-face events with a purpose

’m spending my time looking at spreadsheets and being an MD,” laughs Tim Collett, managing director and global head of events at WRG.

Collett is talking to StandOut about the current market and life at the experiential agency, which he describes as strong. “There is lots going on,” he adds. “That said, there’s still uncertainty around costs and the global economic market. However, it varies from sector to sector. Pharma is strong but in manufacturing, finances are all over.”

Cassandra Barnes, client director at Smyle, concurs. Despite delivering several projects for big tech clients, it’s a sector that is feeling the pressure.

Like many other sectors, budgets are being cut. This means that an increasing number of event management specialists must manage reduced budgets and manage expectations around reduced budgets. Without compromising on quality. Sound familiar?

It’s a common story unfolding in event management agencies across the country.

It’s why Smyle is working with its clients to take a longer-term view, rolling out projects over a longer period, promoting the reuse of custom build kit, and adopting a sustainable approach to live events and experiential activities and projects.

“We’re promoting taking that brand narrative and architecture on to the next show but that’s an education piece for our clients,” comments Barnes, who is talking to StandOut from Hamburg. She is supporting clients at Online Marketing Rockstars, an expo/conference with buzzy festival vibes. It’s just one event that Smyle has supported clients at recently. Other events include Mobile World Congress and VivaTech.

Barnes continues: “We’re seeing a postCOVID resurgence with lots of clients excited about being seen but they want to be sure that they are being seen at the right shows and events in the right way. All eyes are on certain industries to be meaningful and to have consideration and purpose for what they are doing.”