Events marketing shows strong predicted growth, kicking the trend of modest budget increases. Louise Watson of Propeller Group says the key to taking advantage of the bullish sector is to effectively blend campaigns with digital output.
The latest Institute of Practitioners in Advertising (IPA) Bellwether Report for Q4 2024 shows that UK companies are cautiously getting back on track with their marketing budgets. After hitting pause in Q3 due to uncertainty around the Autumn Budget, 21.7% of businesses reported increasing their marketing spend in Q4, compared to 19.9% who cut back. This led to a modest net growth of +1.9%. While this is a step in the right direction, it’s still the second-smallest increase since early 2021. That said, there’s plenty of optimism for 2025/26, and what really stands out is how much companies are leaning into live events.
The events sector saw a strong +12.3% growth in budgets – a clear sign that face-to-face experiences are back in a big way. This shift highlights a smart move for businesses: investing in live events is a powerful way to build brand reputation, drive growth, and make real connections with target audiences.
On and off
That’s not to say online advertising isn’t important – it absolutely is. Digital campaigns continue to be a vital part of marketing strategies. But what we’re seeing is that events and live experiences offer a unique way to complement digital efforts by creating opportunities for genuine, in-person engagement. It’s about finding the right balance and blending channels effectively.
We’ve seen this approach work wonders for our clients. Whether it’s hosting their own branded events, partnering with established industry events, or creating innovative fringe experiences, the key is identifying the right opportunities. Not all events deliver the same value, and we regularly guide clients in choosing the best events and activation strategies that align with their goals.
After years of virtual meetings and digital-only campaigns, it’s clear that in-person events are more valuable than ever. Even in the face of economic and political challenges, brands see the payoff of creating immersive, engaging experiences. Events let companies bring their values to life, showcase innovations, and build strong partnerships in an authentic way.
Strong outlook
Looking ahead, the strong projected growth in event marketing for 2025/26 (+15.5%) shows that businesses are doubling down on this strategy. Events provide a direct, measurable way to engage with audiences and drive meaningful results, especially when combined with smart digital strategies.
For companies ready to stand out and grow, now’s the time to tap into the momentum of the events industry. Live experiences aren’t just a marketing add-on – they’re a core part of a strategy to build brand trust, generate leads, and stay ahead of the competition. Creative, well-executed events help brands connect on a deeper level and set themselves apart in the market.
In short, the IPA Bellwether Report makes it clear: while caution still lingers, the surge in event marketing shows that businesses know how valuable it is. Companies that prioritize live experiences—supported by smart marketing—will be better equipped to engage, inspire, and grow. The future of marketing is all about creating meaningful, memorable moments—and those who embrace this will thrive in an ever-changing market.
Feature Image Credit: Fidel Fernando via Unsplash
