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    European Experience Index™

    Discover What’s Next: The Future of Europe’s Brand Experiences.

    The European Experience Index™ (EEX) 2025 is the first dual-perspective benchmark shaped by nearly 200 agency and client leaders across 27 markets. It reveals the challenges, contradictions, and opportunities defining Europe’s live-experience industry today.

    Europe Is Different

    The European live-experience market is not a monolith but a complex mosaic of diverse regional needs and varied strengths.

    Nordics: Clients in this region focus on Effectiveness as their primary objective. They believe in stable, continuous relationships with their event agencies.
    Baltics: This region is a Pioneer in tech adoption and has strong digital competencies. Clients see Personalization & Purpose as the number one need of their audiences
    Southern Europe: Clients here are primarily focused on Driving Sales, with 50% saying that sales pipeline impact is their most important KPI. Audiences in this region have a high “thirst for first”.
    DACH (Germany, Austria, Switzerland): This region is characterized by Risk Aversion & Pragmatism. Effectiveness is the number one communication aspect.
    BeNeLux: Improving Brand Loyalty is the main objective for marketers in this region. This is nearly twice as important as the European average.
    CEE (Central & Eastern Europe): This is a Growth Market, and clients are well-advanced in measuring success with KPIs.
    UK & Ireland: Continuous Innovation is the primary client objective, and marketers here emphasize multi-channel digital strategies.

    You spend millions. You can’t measure it – The KPI Gap

    One more uncomfortable truth.
    Nearly half of clients — 48% — admit they can’t measure ROI effectively.

    21% are just beginning.

    For those who do measure, the top preferred KPIs are:
    Engagement (46%).
    Impact on sales pipeline (41%).
    Live audience attendance (33%).

    Think about that: millions invested, but little proof. This isn’t a client problem or an agency problem. It’s an industry problem. And until we measure better, every budget discussion is built on sand.

    Here’s the opportunity: Co-Create KPIs: Most clients struggle to define success metrics. Agencies can proactively lead the effort to build bespoke measurement frameworks that tie event outcomes directly to their high-level business objectives, demonstrating clear, strategic value.

    We pitch for creativity. We get hired for safety: The Pitch Paradox.

    This might be the most familiar contradiction of all.

    56% of clients run pitches for ‘fresh views.’ But 42% ultimately hire full-service agencies for reliability.
    It’s not wrong — when the stakes are high, safety matters. But it means agencies are constantly caught between dazzling in a pitch and delivering predictably afterwards.
    And now, 50% of clients use hybrid in-house + agency models, shifting expectations even further.

    Clients are drawn to specialist creativity but ultimately seek the security and convenience of a full-service partner. The future isn’t about choosing between creativity and reliability. It’s about partnerships that balance both — built on trust, not just transactions.

    27MINUTES

    Thierry Reboul: Behind the Scenes of the Paris Olympics Opening Ceremony
    Hamed Arafa on Creating the Eighth Wonder
    Unspoken Truths: What Clients Think But Rarely Say

    Ideas in Action

    See how 27Names agencies turn bold ideas into unforgettable live-experiences. Across Europe and beyond, our agencies blend creativity, culture, and collaboration to transform brand visions into moments that move people.

    27Names Community Day

    Community Day 2025

    Community Day is our annual day of action, when our agencies across Europe step out of the office and into their communities to do good in their own unique way. From mentoring youth and cleaning beaches to supporting local charities and upcycling materials, each agency designs its own initiative, all happening on the same day. It’s about connection, creativity, and purpose – proving that small, local actions can create a big, shared impact across our network and beyond.

    We are proud to share that Community Day was awarded GOLD for best Cost-Effective Event at the 20th Anniversary edition of Bea World in November 2025.

    View the case study here.

    View Recap

    Community Day 2026

    INSIDE 27NAMES

    fuel, Members, News

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    FUEL, Ireland’s leading experience and entertainment group, has joined 27Names, the community of Europe’s leading independent live-experience agencies. Now part […]

    JOKE Event, Members, News

    JOKE Event Joins 27Names

    We’re excited to welcome JOKE Event AG to 27Names 🎉 JOKE Event, one of Germany’s leading independent full-service live-experience agencies, […]

    Bea World, Awards

    Big Wins at Bea World 2025

    What a weekend at Bea World Experience Festival! Bea’s 20th anniversary edition was packed with energy, ideas, and big moments […]

    Alert, Creative Pro CZ, Awards

    Big Wins for 27Names at Conventa

    What a week in Ljubljana! Our member agencies Alert and Creative Pro Group CZ brought home an impressive seven awards […]

    Members

    A New Chapter for 27Names

    Last week in Amsterdam, we elected a new Board of Directors, welcoming Lana Bedeković Rosandić, Lena Koschek, Maciej Ledzion, and […]

    Fuel your next big idea.

    Discover what’s shaping live-experiences across Europe- straight from the agencies making it happen.

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