Are Events Still Worth It?

By Becca Carles, Partnerships Director

That age-old debate - are events truly worth the effort?

If you look at the 2025 calendar, there’s something to attend almost every week. In fact, if there’s only one or two in that timeframe, you’d see that as slow. 

Marketers should view this as a dream, as it provides numerous opportunities to make their brand visible. However, with so many events to choose from, is everything becoming diluted? And does that mean they are no longer worth the hassle? As someone who has worked on numerous successful events over the years, it is undeniable that events are one of the most effective forms of marketing.

Sometimes, the best way to cut through the noise isn’t another social post - it’s showing up in person. Events, whether they’re big industry conferences or intimate gatherings, still play a massive role in building relationships and sparking meaningful conversations. And in an industry that thrives on connection, that face-to-face element can be a big winner.

One of the biggest reasons events still matter? People! We all know we work in a very relationship-oriented industry. Even more so post-COVID, events take us out of the office and allow us to have human conversations that aren’t just on a Zoom screen.

A great talk at NDA’s Foresight (small plug) or a standout activation at MAD//Fest stays with attendees far longer than a banner ad. Events provide brands with the opportunity to share their story. You’re not just another name in an inbox - you’re someone they met sitting in a session, spoke to in a queue or had a drink with at the happy hour.

Events also put you in the right room with great people - they can be packed with new decision-makers as well as friendly faces. And it’s not just about selling (I know, shocking coming from a salesperson) - it’s about networking, learning, and being part of the conversation.

That said, events can be brutally expensive. Between sponsorship costs, activation builds, and staffing, the costs add up quickly. And measuring ROI isn’t always simple - it could be a relationship that pays off months later or an impression that plants a seed.

There’s also the risk of getting lost in the crowd. Events like Cannes, for example, can feel overwhelming, and without a clear strategy, you can very easily disappear. There are also more events than ever, with huge competition, so attendance numbers and engagement can vary.

But at the end of the day, when done right, events are 100% worth it. The key is to be selective. You don’t need to be at every single one (and quite frankly, who has the time!?). Instead, mix it up - attend the big industry events where your peers and competitors will be, but also consider creating your own, more bespoke experiences. A curated dinner, a panel session, or a private screening can be just as powerful, if not more so, than a giant expo floor.

In this fast-paced industry, building strong connections is more valuable than ever. Events offer a platform to show exactly what you’re about, meet the right people, and stay ahead of the game. Just make sure you're picking the right ones - and making the most of them when you do!