Industry Optimistic for 2025 After Bellwether Report Reveals Budget Growth
Image Via The Drum
Louisa O’Connor, managing director at Seen Presents:
As a brand experience agency, events are our bread and butter, so it was encouraging to see the channel emerge as a top-performer in Q4 last year. Although large marketing expos (CES, Cannes Lions, Possible) continued to dominate the global events calendar—attracting new brands and prompting existing ones to expand their presence — my feeling is it’s the more nuanced local market events that still need focus.
Last year, we saw a few UK-based events get pulled at the last minute, from Upfronts to product launches, in favour of reallocating budgets to OOH or digital campaigns.
That being said, we’re currently experiencing our busiest January to date. Combined with the encouraging data from the recent Bellwether Report, this gives me hope that brands will continue to recognise the unique value events can offer compared to traditional marketing channels.