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

27Names Community Day

Community Day 2026

More Than a Meal

We don’t usually think twice about sharing a meal.
But for many people, it’s not something they can rely on.

On May 27th, we came together for the 2nd annual 27Names Community Day, a shared day of action across our agencies in Europe.

This year, the idea was simple: 𝐚 𝐦𝐞𝐚𝐥. Something many of us take for granted. Our agencies, together with clients and partners, brought it to life in many different ways.

From community lunches and social restaurant partnerships to cooking, fundraising, and meal distribution initiatives. To a gala lunch for residents of nursing homes, dinner with strangers, and initiatives supporting children in need.

Different ideas. Same intention.
Local actions. Shared impact.

𝐁𝐞𝐜𝐚𝐮𝐬𝐞 𝐚 𝐦𝐞𝐚𝐥 𝐢𝐬 𝐧𝐞𝐯𝐞𝐫 𝐣𝐮𝐬𝐭 𝐚 𝐦𝐞𝐚𝐥. It’s time shared, conversation, connection, and belonging

View each activity in detail here.

Want to take part next year?
You don’t need to be part of 27Names. Host your own lunch. Support a local organization. Start a conversation.

Get in touch to learn more or share your own initiative.

Because something as simple as a meal can still mean a lot.

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

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.

Riot Games / Netflix Arcane Global Launch

CLIENT Riot Games

LOCATION Global

CATEGORIES B2C

YEAR 2021

AGENCY

Inspiration

European Experience Index®

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

Europe Is Different

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

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

27MINUTES

27Names Community Day

Community Day 2025

Ideas in Action

Riot Games / Netflix Arcane Global Launch

Netflix Squid Game 2 Nordic Launch

Ferrari 12 Cilindri World Première & Miami Program

Clubhouse24 – Paris Olympics

Maybelline NY Music Stories

Didysis Čiurlys (The Great Čiurlys)

NATO Edge 24

League of It’s Own

Adamastor Furia Worldwide Premiere

ESET Experience

Diversity Simulator

IQOS Forever Curious-Enjoy the Unexpected

Presentation of Phonak Audéo Sphere Infinio

Let Amsterdam Dance

Wise Mission Days 24

RedCore Rome 2025 iGaming

Sanoma Executive Forum

Bécation

Meister The Lok 3.0

Altitude 22 Conference

Embroidered with pain

Syoss Relaunch

The Burman Opening

REFASHION – an upcycling project

La Dolce Dentale

Global Sales Conference

Waitrose Winter Festival

Coca-Cola Santa’s School of Real Magic

Motherson Panevezys Grand Opening

200th Anniversary

Rossmann – Conversations under the Sign of the Centaur

Beksiński.Live

Tackling tomorrow’s workforce gap: LMT STEAM workshops at the Latvian School Youth Song and Dance Festival

TechChill

Actiris Job Day

Time Machine

RE:DESIGN by Nordea

Coca-Cola @ VCM 2025

S.Pellegrino Young Chef Academy

Stora Enso Experience Opening

Official Launch of BYD in the Czech Republic

Orange Business Conference

Slovak Power Plants University III

Google Campus 2024

Akte Glattwerk

ewz Drone Show

Tower Light Projection

French Twist-Premium Luxury Retail Activation

Re:Think Marketing with Google AI

Grohe Spa – Health Through Water

Commercial Kickoff: The Formula is in You

Nescafé® Dolce Gusto® NEO – Taste the future.

ARAG Access to Justice Conference

INSIDE 27NAMES

Fuel your next big idea.