Artificial Intelligence isn’t a far-off concept anymore, it’s already reshaping how we plan, design and deliver experiences. However, success with AI doesn’t come from chasing every shiny new tool. It comes from knowing where it adds value, why it matters, and how to blend it into your workflow. Read on. for practical advice on how to use AI in events and marketing.

Why a Fractional Executive Might Be Your Smartest Hire This Year In an era where agility, creativity, and budget efficiency are more important than ever, many organizations are rethinking traditional hiring models. Enter the "Fractional Director" role

Most agency owners don’t start out wanting to be “business people”. They’re creatives. Producers. Doers. People who get a buzz from making things happen. But here’s the hard truth:

The experiential landscape is evolving rapidly. With rising client expectations, tighter budgets, and new technologies entering the mix. Event agencies are under more pressure than ever to innovate, not just creatively, but strategically.

Your team have invested months of planning and coordination, managed countless moving parts, and executed flawlessly on every logistical detail. The feedback? "Nice activation." "Good brand presence." "Professional setup." But where's the real "experience"? Where's the lasting impression, the social ripple, the "I can't stop thinking about that experience" energy?

Scaling an events function, whether in-house or agency-side, can feel like walking a tightrope. You’re balancing growing demands, tight timelines, shifting stakeholder expectations, and the pressure to deliver experiences that not only impress but also perform. The good news? With the right mindset, structure and support, it’s absolutely possible to scale your event efforts without losing the momentum.