The EEX 2025 is based on almost 200 statements from executives in live communication, marketing and brand experience. For the first time, it systematically contrasts the perspectives of clients and agencies.

AI: powerful, but not a miracle solution

79 percent of agencies see AI as the dominant trend, and 97 percent are already using it actively. The technology accelerates workflows but does not replace strategic depth. Many clients, however, expect quick miracles. This tension makes it clear that AI creates efficiency gains but also new expectations that need to be managed professionally.

Talent as a key resource

50 percent of agencies name access to qualified employees as their greatest challenge. At the same time, the pressure to further develop existing teams is increasing. Flexible working models are becoming an essential factor, particularly in smaller and highly competitive markets such as Switzerland. Hybrid and flexible work models are increasingly decisive for attracting and retaining top talent.

Sustainability as a moral obligation

Almost half of agencies report that clients demand proof of sustainability, yet only a few are willing to invest in it. This is especially true in the DACH region, where budget restrictions limit implementation. This gap contains both credibility risks and opportunities for agencies that proactively offer sustainable solutions.

Events as content platforms

Live experiences are increasingly used as a starting point for long term content strategies. Social campaigns, community building and real time formats merge into cross platform experience ecosystems.
56 percent of DACH clients want meaningful and immersive experiences that create lasting impact beyond the event. The data shows that brands achieve higher reach and more sustainable engagement when events are understood as content generators.

The ROI and KPI gap

Although 74 percent of clients view ROI as the most important success indicator, almost 40 percent of DACH clients have no clearly defined KPIs. The report shows clearly that impact can only be proven when measurement models are developed jointly and consistently.

In the context of these trends, Ralf Specht, Chairman of 27Names, summarises the development succinctly. The EEX is «a mirror for our industry» that reveals what works, where misunderstandings lie and where the greatest opportunities emerge.

Case example and CEO comment

«The success of an event often becomes visible not only in the event itself. Strong ideas unfold their impact across channels, which maximises reach and engagement», explains Michael Meyer, CEO of JEFF Zurich.

One example from the network: The 27Names agency Alert in Croatia achieved 2.7 million organic views and a 50 percent increase in followers in the 18 to 24 age group for Journal.hr through a multichannel activation. The combination of TikTok interviews, real time videos, influencer formats and a dedicated photo wall shows how powerful cross media experiences can be.

JEFF Zurich: relevance for the Swiss market

For JEFF Zurich, the insights from the EEX 2025 are more than an industry barometer. The results flow directly into the further development of strategies and formats that Swiss brands need. Experiences that convince creatively, use technology intelligently and generate lasting impact beyond the event.

As part of 27Names, a network of 27 independent European agencies with more than 1 200 employees, JEFF Zurich has access to internationally validated best practices, research and innovation programmes. For Swiss clients, this means local expertise with a European knowledge advantage.

About the European Experience Index™ 2025

The EEX 2025, conducted by NewtonX for the 27Names network, provides for the first time a cross country benchmark for the live communication industry and highlights how talent, technology and trust shape the future collaboration between brands and agencies.

About 27Names

27Names is Europe’s leading community of independent live experience agencies. The network combines expertise in brand experience, events and experiential marketing and fosters exchange, innovation and collaborative development.

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Here you can download the complete EEX 2025.