THE AGENCY HUB
DAY 1: 25 FEB 2026
11:00-10:45 The Client Table: What Event Coordinators Actually Want from Agency Partners
What do CMOs want from their agency partners, and what are they not getting? In this session, senior marketers share real feedback on collaboration, creative briefs, measurement, and what agencies need to hear to stay indispensable in 2026 and beyond.
Rebecca Watts, Global Events Manager- Sage
12:00-12:45 How to balance client demand for return on investment with creativity
Clients may not always know exactly what they want, but they usually have a sense of the direction they are heading. And they’ re not looking for order-takers, they are looking for partners, creative ideation and unique experiences. Strategic thinkers who can read between the lines, challenge assumptions, and deliver bold, creative solutions that not only wow but solve real business problems within real-world budgets. This session will unpack the tension between creativity and accountability, and how agencies are adapting to meet both demands. Expect honest insights on what metrics matter, what KPIs miss, and how to present creative thinking as tangible value.
Simon Baird, Executive Creative Director- Cheerful Twentyfirst
14:00-14:45 Out of pitch- is the current RFP model failing the agency market?
Agencies are tired. Clients are sceptical. The traditional RFP model is facing serious scrutiny. This open conversation will explore why the procurement process is broken and what needs to change to rebuild trust, foster fairness and spark stronger partnerships between event agencies and clients. From creative alternatives to basic presentations, discover not only what clients want to see, but also how agencies are changing the game with different ways to get in front of clients and how partnerships with clients can connect to create events with purpose, elevation and big successes.
Rob Woodhead, Commercial Director- XSEM
15:00-15:45 Understanding budgets and maintaining agency profitability in your first 3 years
Understanding financial foundations is critical for new and growing agencies. This session shares practical lessons on pricing, forecasting, cash flow and cost control. Whether you ' re about to start or in your first few years, you ' ll leave with sharper tools to build a financially sustainable agency business.
David Ogiste, Founder- Nobody ' s Cafe
DAY 2: 26 FEB 2026
11:00-11:45 Strategies for growing an agency without losing your original vision( FIRESIDE CHAT)
Founders and leaders discuss how to scale without selling out. This fireside chat dives into the growing pains of expansion, hiring, profitability, leadership transitions and staying rooted in the values that made your agency stand out in the first place.
Charlotte Gough, Managing Director- MCI UK Jon Kelly, CEO & Founder- Meet & Potato
12:00-12:45 10 event productions in 2025 that rocked the classic agency model
From brand reinvention to budget brilliance, this session highlights 10 event productions that redefined what agency-led delivery can look like. We explore bold moves, unexpected formats and how each production challenged the traditional agency-client dynamic. Real projects, real results and lessons for any event team.
Josh King, VP of Growth- emc3 Lucy Nicholls, CEO and Creative Director- The PS Events Group Ltd
14:00-14:45 The future of freelancing and how this can benefit agency owners in an increasingly expensive labour market
With a talent shortage on one hand and rising wage costs on the other, agencies are increasingly turning to freelance talent. This session explores the benefits and limitations of the freelance model, and how to make it work as a long-term solution for agility and growth.
Marine Santoni, Creative Director Consultant | Designing Event Experiences for Luxury, Fashion & Cultural Brands- Passion x Reason
15:00-15:45 MANUAL OVERRIDE 2030: Leading Humans in an AI World
Leading Humans in an AI World
AI is reshaping work, but no one knows how or what will happen this week let alone in 2030. This is a massive opportunity for the events sector as organisations are struggling to reconnect people after way too many“ eight-lane super highway” promises about AI that have turned out to be more“ spaghetti junction with roadworks”.
This session shares five models to help you scan the horizon, make human-centred calls and keep confidence high while the tech evolves.
Christine Armstrong, Researcher, Author and Speaker- Armstrong & Partners
28 accessaa. co. uk