From France: How is the events industry doing?
Share news
Listen
Consolidation of an industry
In 25 years, we’ve gone from a profession often seen as logistical to a true creative, strategic, and even cultural industry. Events have evolved from a craft-based profession to a creative yet disciplined industry. Agencies, suppliers, and advertisers alike have gained experience, methodology, and strategic creativity.
The invaluable standardization of methods
Today we have our own training programs, our own standards, and a professional association — L’Événement — that brings together around a hundred agencies. We now share a common way of presenting budgets and structuring our proposals. We are all committed to CSR.
Our strategic weight
Events have gained strategic importance for companies. The association L’Événement has developed a barometer and surveyed 120 advertisers: 86% consider events a catalyst for transformation within their company, and 64% say that event communication is central to building their brand. Events leave a more lasting impression than an advertising campaign, creating a strong emotional connection.
Are event agencies part of brand strategy?
In the past, the advertising agency would design the campaign, and we had to translate it into an event. Today, we’ve evolved — and sometimes, as an event agency, we’re the ones defining the overall brand communication concept. It’s still rare, but it happens.
The social need for events
We are living in an increasingly fragmented society. Digitalization strains conversations, social media traps people in echo chambers, AI amplifies fake news and deepfakes… This gives events an essential role — they are becoming a true social lever to rebuild connections and recreate a sense of community. This authentic and real dimension will only grow in importance. I’ve never seen a corporate event that sparks hatred. Shared positive emotions are incredibly contagious.
We are in a fragmented society… this gives events a crucial role as a social lever to restore connections.
Brands more committed than ever
Today, advertisers have a growing desire to be inclusive and to convey meaning. For a brand to attract both consumers and employees, it must express purpose and values — and this should be reflected in its events. There is a decline in trust in institutions, but people still trust companies. Businesses have realized that beyond selling products, they are selling an image, values, and a culture.
The challenging search for talent
It’s still uncommon to see professionals with social science backgrounds, but it would be highly beneficial — understanding audiences is essential. I’d also like to see more graduates from top schools to help establish our role as strategic advisors. But attracting talent is difficult due to salary constraints, especially when we’re constantly forced to reduce our margins — we’re stuck in a kind of vicious cycle.
Agencies handling internal and external events: different, but converging
Most agencies do one or the other… but internal events have evolved — they now need to be experiential too. The days of one-way, top-down gatherings are over. B2E and B2C experiences are becoming increasingly similar; you now have conventions that resemble festivals. This evolution is especially important to engage younger employees. On the flip side, it’s more challenging for internal event agencies to create strong brand experiences, as it requires a solid grasp of marketing and communication.
The norm: three-agency pitches (because they’re very costly)
According to our barometer, clients are beginning to understand how costly pitches are for agencies: 56% estimate the cost of a pitch at over €10,000, and 22% at over €25,000. The total waste from pitches is estimated at over €50 million annually for member agencies. But things are improving: pitches are generally limited to three agencies (80%), except for very large events. Inviting five agencies to pitch for a €100,000 event — with a gross margin of €20,000 — means each agency invests around €10,000 just to participate, resulting in €80,000 wasted… the waste is absurd and unsustainable.
65% in favor of an intermediate validation
I strongly advocate for this, because if the client doesn’t like the overall concept, there’s no point in detailing how the hostess will be dressed. According to our barometer, 65% of clients would accept receiving only a brief focused on strategic understanding and creative approach, without going into production details or costs (though agencies should always avoid overdelivering and over-detailing proposals just to stand out). It’s a solution to help reduce waste.
65% of clients would accept a brief focused on strategic understanding and creative approach, without detailing production or costs
Moving toward fees… but commissions remain
Remuneration combines concept, fees, and commission (margin on purchases). However, some companies no longer want to work with commissions, so we have to raise our per-person pricing and align it with that of advertising or consulting firms. This could potentially strengthen our advisory role. According to our barometer, 64% of advertisers say they would be willing to adopt a real hourly billing model.
Read the whole interview on eventoplusMagazine.
.
