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ROMANIA – Trends: How and Why Brand Experience and the Event Industry Are Changing
Marketing executives are incorporating new elements into brand decisions, and the algorithms for a successful campaign are becoming more complex. However, this is good news for agencies with solid expertise in BTL and the event industry. Valentin Văcăruș, partner at Godmother and a jury member of BEA World, an international festival dedicated to events and live communication, explains why and provides an analysis of emerging trends in the event industry and unconventional advertising.
The marketing and communication industry is constantly evolving, influenced by factors that were unimaginable two decades ago: from sustainability legislation across various economic sectors to climate change disrupting event execution and the shift in power to Generation Z. As a result, emerging BTL (Below The Line) trends are becoming more complex and sophisticated. Today, it is not just about executing an event that meets a tactical goal or attracts attention but about creating meaningful and memorable experiences that make a real impact while addressing crucial aspects such as participant safety.
“In this increasingly complex campaign environment, marketers are paying closer attention not just to how they organize an event but to why they do it,” says Valentin Văcăruș. Godmother closed 2024 with a turnover of €12 million, marking a 65% increase from the previous year, having completed 526 orders for 74 clients. With this key question in mind—“Why do we create events?”—Valentin has identified the top ten industry trends for 2025 and beyond:
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Why Organize Events? Purpose and Results Are Essential
In the past, the success of an event was often measured by attendance numbers, collected feedback, and visual impact. Today, marketers are focusing more on why an event is being organized. In a world where consumers are increasingly informed and selective, the meaning and outcome of each experience are crucial. Whether it’s a conference or a brand activation, marketers must clearly answer: How does this event contribute to the brand’s objectives? Every event must have a defined role in the campaign and deliver tangible results. -
Artificial Intelligence 2.0
AI has already penetrated the BTL industry and is significantly enhancing the creation of innovative event concepts. With virtual and augmented reality technologies, AI can transform any event into an immersive, personalized journey that captivates audiences. However, AI usage comes with enormous responsibility. Ethics will become a central theme in the coming years, as marketers weigh the moral implications of using advanced technology alongside desired results. -
Connections Are More Important Than Content
In the past, content was king at many events. Today, the focus is shifting toward creating real connections between participants. Networking is becoming a strategic goal for B2B events, while authentic engagement is vital in B2C communication. Attendees no longer just want to listen to keynote speakers; they want to interact, exchange ideas, and build genuine relationships. -
Sustainability Is a Requirement, and Measurability Is Key
Sustainability is no longer just a marketing buzzword; it is a must-have in event organization. Brands and organizers are now under pressure to demonstrate real environmental commitments and measure the ecological impact of their events. Events that fail to meet clear sustainability standards will quickly lose ground to those that integrate responsible practices. -
Events Are Now an Integral Part of a Brand Campaign
Events are no longer standalone elements but integrated into comprehensive brand strategies. They align with broader brand and organizational goals and act as the centerpiece of a marketing campaign, delivering unique experiences amplified by pre- and post-event communication. This integration ensures coherence and impact, strengthening the bond between the brand and its audience. -
Security and Responsibility Take Priority
As the world becomes more connected yet increasingly exposed to risks, event security is now a top concern. From venue infrastructure to data protection, BTL agencies must integrate certified security solutions and ensure a safe environment for all attendees. -
Inclusion: More Than a Trend, a Necessity
Diversity and inclusion are more important than ever in communication. The 2024 Paris Olympics set a clear standard for inclusivity in BTL, a major topic at BEA Festival. Moving forward, events must actively represent diverse social, cultural, gender, and ethnic groups, making inclusion an integral part of PR, ATL, and BTL strategies. -
Gen Z: The Driving Force Behind Experiential Marketing
Generation Z has reached financial and social maturity, becoming the primary target audience for communication campaigns. They value authenticity and personalized experiences, meaning events must adapt to their lifestyle and preferences to remain relevant and engaging. -
Events Are Stronger Than Their Locations
Successful events have become brands in their own right, attracting participants regardless of location. Examples like Techsylvania and Web Summit prove that a strong event brand and tradition can draw audiences from anywhere. -
Micro-Events Are Gaining Popularity
Smaller, niche events are on the rise. These intimate gatherings offer a personalized experience and create valuable direct interactions, making them more engaging and impactful than large-scale events.
Conclusion
As 2025 and beyond bring new transformations to the marketing and communication industry, agencies and brands must adapt their BTL strategies to meet evolving consumer expectations while embracing emerging technologies, sustainability, and ethical practices. The future of events will not just be about delivering a memorable experience but about creating an authentic and lasting connection between brands and their audiences.
While the complexity of successful campaigns continues to increase, this presents a great opportunity for agencies with deep expertise in BTL and event organization like Godmother. Solid experience translates into agility, strategic decision-making, creative problem-solving, and seamless execution—key differentiators that marketers now prioritize in pitches and beyond.