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EUROPE – THE EUROPEAN EXPERIENCE INDEX 2025 ANALYSES THE EUROPEAN EXPERIENTIAL MARKET
Our market lacks data and research—and one dimension that is particularly missing is an understanding of the differences between markets. This is why the study presented by beon. Worldwide (the Spanish representative of the European network of independent brand experience agencies 27Names) is especially interesting. The European Experience Index (EEX) 2025 captures the perspectives of clients and agencies across 27 markets and helps to understand the priorities, challenges and expectations shaping the future of live experiences. Within this landscape, Southern Europe stands out as a strong and highly demanding market.
Southern Europe emerges as a demanding market
The study highlights that this region is characterized by a strong orientation toward innovation, a clear interest in unprecedented experiences, and a growing demand for tangible commercial results—all within a context where budget efficiency remains a decisive factor.
“The results of EEX 2025 confirm that Southern Europe is experiencing a moment of great creative ambition. Clients are asking for bold ideas, experiences they have never seen before, and at the same time a direct impact on their business objectives. For agencies, the challenge is twofold: to innovate without limits and to prove, with data, the real value we deliver. At beon. Worldwide, we believe that this balance between creativity, technology and results is the true driver of transformation in the sector,” says Ander Bilbao, CKO of beon. Worldwide.
Below are the main findings of the study:
Priority in the South: new experiences
Southern Europe leads in creative ambition and the demand for unprecedented experiences, with a score of 6.8 in innovation prioritization. Specifically, 60% of Southern European clients rank offering completely new experiences as their number one priority, compared to 27% of clients at the European level. And while one might think that “everyone is looking for innovation,” the study highlights different priorities across markets: German-speaking countries focus primarily on purpose, the UK on community-building, and Nordic countries on personalization.
Commercial impact is the dominant KPI
Clients expect events to contribute directly to business generation. 50% of clients (vs. 41% at the European level) seek sales impact, while British clients focus on ROI (broader than sales alone) and Nordic clients prioritize “impact.” Is the Southern European approach perhaps a bit narrow?
Budget pressure
Budgets are growing moderately. At a European level, 36% of clients expect budget increases, compared to 21% who foresee a decrease. Growth exists, but it is limited in an environment still affected by inflation. Budget optimization remains a challenge. Additionally, 16% of companies in Southern Europe expect their budgets to drop by more than 20%. According to the study, the region needs to deliver more value and creativity with the same resources.
Digital and AI as drivers of efficiency and creativity
Agencies are integrating these technologies strategically, focusing on ROI and personalization. However, the sector is still in a learning phase, with only 48% viewing AI as an integral part of their operations. Most are still defining how to integrate it, often limiting adoption to training within specific departments or functions.
The talent challenge
While a jobless world may one day exist, it seems far off. Difficulties in attracting specialized talent persist, affecting both clients and agencies. For clients, the challenge of “transforming human teams” is a priority for 32% (up from 13% last year). For agencies, 51% (vs. 38% last year) identify “finding new talent” as a key challenge.
Sustainability: the priority that is hardest to deliver
The study highlights a gap between clients’ sustainability ambitions and their willingness to finance them. While 43% of agencies report that more than half of their clients ask for sustainability credentials, only 13% of agencies say that more than half of their clients are willing to accept higher costs to meet these requirements. Clearly, more than words are still needed.
The EEX 2025 can be downloaded at:
https://27names.com/inspiration/#index