For many years, event agency retainers were considered outdated, replaced by project-by-project procurement and flexible supplier agreements. However, as high-growth businesses look for greater consistency, strategic oversight and access to specialist expertise, a new type of event agency retainer is emerging.
The demand for a new event management retainer
Global entrepreneurship continues to grow rapidly, particularly across AI, digital and e-commerce sectors, creating a new generation of businesses that need access to scalable expertise and resources.
At FMI, we are seeing innovative, ambitious and technologically driven businesses request an event management retainer. They are seeking access to specialist event expertise without the cost and complexity of building large internal teams. They are also still looking for dedicated resource, senior strategic thinkers, priority support and innovative ideas.
What is included in an event retainer model?
In this modern era, there is a need for flexibility and adaptability for both parties, event agency and client. But beyond this there is desire and scope to craft modern event retainer models that truly work for joint success. A model that delivers clearly against business requirements, without wasting time, effort or money.
There are 4 main areas for consideration:
Event Management Strategy
Depending on the organisation, strategic event management planning can form the initial stages of any event management retainer. Whether there is a global event strategy in place, or if this needs to be written, an experienced agency with strategic planners can help write, scope and plan the business’s event management strategy. This external viewpoint can be highly beneficial to senior internal teams, bringing wider learnings and operational experience into a fast-growing business.
Market and Geographic Scope
There is a need for consistent brand experiences across multiple markets. Event management retainers can work across local, regional and global markets to maximise operational efficiencies and the cross-sharing of resource and brand knowledge. A centralised event management agency can be very effective at delivering on a local level. From in-language delegate registration websites and regional supplier liaison to local crew for event build and breakdown and native speaking event hosts. Inevitably there will be market nuances, and this is where regional event managers can assist.
Roles and Responsibilities
For smooth operational delivery and the meeting of expectations, strong working practices are imperative for both parties. Accountability and ownership should be outlined and agreed from the start of a retainer, with roles and responsibilities defined and approved. How much responsibility sits with the event management agency will depend on the organisation and their specific needs, but may include event metrics, stakeholder alignment and event engagement KPIs, above the core services of the organisation, management, delivery and logistics of the corporate event itself. The framework must allow for flexibility as not all events are equal. An experienced event agency will have the knowledge and skill to adapt within this framework of roles and responsibilities.
Return on Investment
Hundreds, if not thousands, of decisions will be made between a business and their retained event management agency and each one should lead back to a common goal of delivering return on investment with each and every event delivered. Whether your goal is demand generation, brand awareness, new product launch or simply engaging with customers and prospects face to face, it is important to be able to measure expenditure and the return to the business. From sales generated and lead tracking to repeat business and customer satisfaction, ROI is a critical consideration for you and your retained event management agency.
Is the event agency retainer the new norm for high-growth businesses?
There is certainly a demand for the event management retainer from businesses in fast-paced, high-growth industries. The resurgence of retained event partnerships is being driven by faster business growth cycles, increased pressure to demonstrate event ROI and the need for consistent brand experiences.
The retainer model never truly disappeared. Instead, it evolved into a more flexible and scalable partnership structure. Both client and agency need to be open about their expectations and trust one another to collaborate in a respectful and goal-centric way.
For organisations managing a growing calendar of events, a retained agency partnership can provide the strategic expertise, operational consistency and flexibility needed to scale effectively. The traditional retainer may have evolved, but its value remains clear for businesses seeking long-term event success.
At FMI Agency, we operate event retainer models that are fully customised to our client’s needs and requirements whilst complementing our own operating structure and in-house resources. We seek to add value at every opportunity, from design management and delegate communications to event concepts and exhibition stand engagement. We are an agile and experienced UK event management company who thrive on collaborating with organisations to achieve success.
If you would like to discuss how an event management retainer could help your business, or simply explore outsourced event management options, then please contact us using the form below and we will get in touch.
