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 …