An event agency is a specialized company that organizes events ordered by its Clients. Event agency events are of short duration, take place over 1-4 days for a limited circle of people known to the customer, and have a fixed budget, financed by the customer/Client.
An event agency is those creative people who come up with, prepare and spend your memorable days, programming the memory for many years. This is an organization that strives to create joy for you and your Clients, evoking emotions, creating a unique experience for the audience to interact with the brand
Differences from other agencies
PR agenciesspecialize in holding events for special audiences, mainly journalists. The main formats are press conferences, press tours and some others.
MICE agenciesspecialize in outdoor events. Their main task is to organize the logistics part of the trip, with the choice of hotels, air tickets, transfers, restaurants, etc. MICE agencies rarely deal with the creative part of the event
Production companiesorganize their own events, where they initiate the event and secure its funding through ticket sales or sponsorships. Event agencies do not conduct their own events, but do them on the initiative of the customer, the Client.
BTL agenciescarry out promotions that are not events, as they usually run either over a long period of time or have a wide audience, and are often held simultaneously in different regions.
Design and technical agenciesspecialize in special construction (for example, stands), or in creating the technical part of events, for example, stage construction.
Structure
- Development Department (new business) - is responsible for searching and attracting new Clients, participating in customer tenders.
- The Client Relations Department is a group of managers who are the link between the Client and the event agency.
- Creative department - responsible for creating event concepts and other creative materials. Copywriters (responsible for the text part of advertising), directors, and screenwriters work here. The department is headed by one or more creative directors.
- Production department - designers, production specialists. People who help bring to life an idea born in the creative department. Managers of this department order the services of event agency contractors.
In different agencies, some functions may be combined within one department.
Main sources of income
- Commission (agency management) is the amount paid by the Client to the agency for event organization services and is determined as a percentage of the total event budget (a rate of 10% is usually the starting point for cost negotiations).
- Agent's fee (discount).
- Fees. For example, for the creation of a creative concept, design, technical production services, etc.
Basic services of an event agency
- Development of a creative concept for the event
- Selection and reservation of a site
- Inviting guests to an event
- Organizational logistics – provision of transport, delivery of all materials and personnel to the event site
- Catering (ordering catering)
- Selection of artists and entertainment acts
- Decoration of event premises
- Technical support for the event - light, sound
- Production of branded products
- Selection and training of promotional staff for the event
- Administration and holding of events
- Preparation of photo and video reports
Event agency contractors
- Catering companies
- Venues, organizations providing premises for rent for events
- Artists and creative groups, show programs
- Printing and production companies providing decoration production
- Rental companies providing lighting and sound equipment for rent during the event
- Transport companies
- Booking agencies
Main event formats
- Corporate holiday (Company Day, Brand Day)
- Professional holiday (Oilman's Day)
- Company anniversary
- Corporate New Year
- Corporate outing
- Dealer conference, convention
- Offsite conference for partners / employees
- Cyclic meeting
- Ceremony (award presentation)
- Test drive
- Product launch / product presentation
- Team building (team building event)
- Incentive tour (incentive trip)
- Press events (press conferences, press tours, press presentations)
- Private events (Birthday, wedding, anniversary)
- Children's parties
Currently, a fragmented event agency market has developed in Russia. Most agencies represent mini-companies with up to 5 employees. A large agency can be considered a company with a staff of more than 50 people and a turnover of more than 200 million rubles.
Currently, 3 (three) Russian event agencies are included in the TOP 50 event agencies in the world according to the rating of Special Events magazine. Eventum Premo agency was the first to enter this number.
Article written for Event-encyclopedia Eventum Premo
