27 Names launches pan-European brand experience benchmark report
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27Names, the network of Europe’s best independent live-experience agencies, launches the European Experience Index™ (EEX) 2025– the first dual-perspective benchmark capturing both client and agency views across 27 European markets. Built on responses from nearly 200 senior leaders, The report offers a clear, data-driven picture of how the industry is evolving- from shifting client–agency dynamics to new technologies, talent challenges, and changing measures of success.
“The EEX is a mirror for our industry,” said Ralf Specht, Chairman of 27Names. “It shows what’s working, where we’re misaligned, and where the biggest opportunities sit. For the first time, we can see both sides of the conversation in one report.”
Key findings
- AI: Powerful, not magic.79% of agencies see AI as a dominant trend and 97% already use it in creative workflows—yet many clients expect instant miracles. AI can accelerate creativity, not replace it.
- ROI: Missing metrics.Nearly half of clients can’t measure ROI effectively, with many lacking clear KPIs.
- Talent: The pressure point.1 in 2 agencies say finding and keeping skilled people is their biggest challenge.
- Partnerships: Creativity vs. caution.Clients ask for bold ideas but often choose reliability; trust is the new currency.
- Sustainability: The investment gap.Expectations are rising, but there’s still a gap of roughly 30 points between those who demand sustainability and those who fund it.
Get the report
Download EEX 2025 today.
Highlights from the report will be presented publicly on November 22 at the Best Event Awards (Bea) in Rome, in a session titled “Unspoken Truths: What Clients Think but Rarely Say.”
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