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When do you actually need an event agency?

An event is no longer 80% communication and 20% logistics

Sep 21, 2025

event_agencija — Photo: Marko Delbello Ocepek

An event is no longer 80% communication and 20% logistics. In 2025, an event must become a platform for connecting people, building communities, and crafting experiences. Events are a haven where technology, sustainability, and creativity easily rival the importance of catering and the event scenario.

A friend of mine from the hospitality industry recently sought my advice about organising their business event. I was delighted to help him as he is a dear colleague whom I have known since my college days. Nonetheless, I wondered about my role. Every time I enter his hotel bar, I have to pay for a coffee and a pleasant chat with the staff. In his view, my advice must be free of charge, though.

I realised there is a fundamental misunderstanding about organising events. It seems everyone knows everything about organising them.

Not knowing the fundamental rules of event organising can often lead to panicked improvisation and even embarrassing experiences. The truth is that there are often daily, routine events where no event agency needs to be engaged. For such projects, a client usually has a competent team that can manage them. With some creativity and organisation, most companies can host decent events.

Following our conversation, I realised the problem lies with us, event agencies. We simply are not adept at communicating the reasons why it pays to work with professionals who will contribute to the growth and development of a company. Most often, we state our benefits as generic claims – we ensure expertise, get the best prices, and know all the suppliers.

In today’s world, it is no longer enough to “know all the suppliers”. As event agencies, we bring:

interdisciplinary teams (marketing, digital, creative teams, logistics, AI tools)
innovation (AR/VR, interactive platforms, personalisation)
sustainable solutions (zero-waste, local suppliers, digital materials)
experience from hundreds of projects that cannot be matched

Once I asked my colleague some specific questions, he quickly realised that without a clear strategy, systemic approach, and experience, organising a great event is not possible. I learned my impromptu questions were actually an excellent roadmap for every client wanting to organise an event on their own. If you do not have the answers to these questions, perhaps contact a professional team.

TOP 20 QUESTIONS EVERY CLIENT SHOULD ASK THEMSELVES WHEN ORGANISING EVENTS

Does the event have a strategic goal and KPIs?
Did you clearly define and share the benefits of attending?
Is the target group segmented and personalised?
Is the database up to date and made in accordance with GDPR legislation?
Do you have effective tools for e-mail newsletters, CRM, and AI-personalisation of communication?
Is the event aligned with the company’s sustainability standards and ESG policies?
Do you have an activation strategy on social media platforms and a digital event anchor (website, application, and platform)?
Is the scenario supported by attendee experiences – storytelling and interactive elements?
Do you have a communication plan post-event and a methodology for measuring the event’s ROI and ROX?
Was the team (moderators, suppliers, subcontractors) carefully selected to achieve the goals?
Do you have a contingency plan and protocol for unexpected events (force majeure)?
Is the scenography visualised and designed to support the event goals and the brand image?
Do you have a strategy for engaging attendees through interactive tools (live voting, gamification, AR/VR)?
Do you ensure cybersecurity at registration and communication?
Do you have a thought-out plan for media coverage and PR activities?
Is the event inclusive and accessible – in terms of digital access, language, and physically disabled attendees?
Do you have a plan for optimising costs?
Is the cuisine sustainable, local, and meets the expectations of attendees (local, seasonal, zero waste)?
Do you have touchpoints for networking and creating business opportunities?
Is the entire event designed to support the company’s long-term goals (brand positioning, culture, innovation)?

And the list goes on and on…

These are just a few questions you can answer yourself or ask event professionals to answer them as part of the event brief. Whatever you decide, an event brief will focus your thoughts and help you answer the questions.

The goal should never be to reduce costs or haphazardly enjoy the thrill of organising your own event. Event agencies adopt a slew of specialised marketing tools, know-how, or even have an in-house toolbox for successfully organising events. Even the most experienced client cannot manage the entire spectrum of modern event organising. Sometimes, help is needed in the form of professional event agencies.

For easier understanding, I will use a sports metaphor: an excellent football team works in harmony according to the principle of all for one and one for all. This reciprocal approach is similar to the work of event agencies. The best ones are adept at motivating internal and external partners and guiding them to victory. Victory is brought by the little things that make a world of difference.

In an era of event hyperproduction, choosing the right agency can be the key to success. Make sure to include them and let them guide you to success!

Definition of a poor event

A poor event does not meet set goals, does not create any added value for attendees, and is far from cost-effective for the client. Most often, a poor event happens because of a lack of a clear strategy, an improvised organisation, and the absence of professional support. The result is unsatisfied attendees, lost opportunities for the client, and a damaged brand.

You can explore some of the best European events at the website of the finalists of the Conventa Best Event Award competition here: https://www.youtube.com/@EuropeanBestEventAwards.