Why are brand experiences bucking the trend of declining marketing budgets?

The latest IPA Bellwether Report revealed a notable shift: while overall marketing budgets declined for the first time in four years, investment in events and brand experiences is still on the rise, seeing over 5% growth in Q1.

Why? Because live experiences continue to offer something other channels can’t—a tangible, emotional connection with audiences. But in a world where third spaces are disappearing and consumers are more selective than ever, events need to go beyond the expected to make people leave their homes. The pressure is on to deliver unforgettable moments that justify the journey.

Our Founder and Managing Director, Louisa O’Connor, joined Campaign’s Tech Boss podcast with Lucy Shelley and Charlotte Rawlings to explore what’s driving this shift. From the growing appetite for grassroots events over glossy premium ones, to the role of tech and social media in shaping more immersive brand worlds, the conversation looked at how experiential is evolving—and why it's proving so resilient.

Listen to the podcast here. (or below)