"As we end a year of mixed investment from clients in live experiences, my hopes for 2025 are that they are given the focus and investment they deserve. Nothing makes you feel like a live experience. The tactile and tangible environments they produce—touch, smell, sound—allow you to create much longer-lasting memories with your audiences. With current stats showing only 29% of brands are harnessing live events in their marketing strategies, I hope brands continue to get braver and embrace live events so that genuine human emotion remains at the center of our industry."

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