27Names, a network of leading independent European live-experience agencies, presented the first European Experience Index™ (EEX) 2025 on Saturday at BEA (Best Event Awards) in Rome – the most comprehensive independent study that simultaneously captures the perspectives of clients and agencies across all 27 European markets. Based on responses from nearly 200 directors and senior managers, the report provides a clear, data-supported picture of the state and direction of the industry: from changes in the client-agency relationship, to the impact of new technologies and talent challenges, to new ways of measuring success.
“EEX is a mirror of our industry,” said Ralf Specht, President of 27Names. “It shows what works, where we are unaligned, and where the greatest opportunities lie. For the first time, we have both sides of the conversation in one document.”
Key findings for Central and Eastern Europe
- Central and Eastern Europe is the second fastest-growing live events market in Europe, right behind the Baltics, and clients are significantly increasing investments.
- 41.7% of clients in Central and Eastern Europe cite creativity as the most important criterion for choosing an agency – the highest percentage in all of Europe.
- Alongside creativity, “engagement” is the dominant value clients seek; the Central and Eastern European market is the most dynamic and interactive.
- Unlike most of Europe, in the Central and Eastern region the most common form of cooperation is multi-year contracts (3+ years) for all services, which indicates strong trust and a desire for strategic partnership.
- More than 60% of clients in Central and Eastern Europe have defined KPIs, which is significantly above the European average and shows a higher level of market maturity in demanding measurable outcomes.
- Although currently classified as “followers” in technology adoption, agencies in Central and Eastern Europe are soon transitioning into a leadership position, especially in AI integration and multichannel digital management.
At the European level, 79% of agencies see AI as the dominant trend, 97% already use it in creative processes, but clients often expect unrealistic “miracles.” Almost half of clients do not have an effective way of measuring ROI. Finding and retaining talent is the biggest problem for every second agency in Europe. Clients are looking for bold ideas, but most often choose safety and reliability. There is a gap of around 30 percentage points between sustainability expectations and the willingness to pay for it.
The strength of the 27Names network for Central and Eastern Europe
Through knowledge exchange, joint projects, the Talent X development program, and the credibility of a European network of 27 countries and over 1,200 experts, agencies gain a powerful tool for even faster growth and international competitiveness.
The full EEX 2025 report can be downloaded at:https://27names.com/inspiration/#index
