Maximising Your Events Agency Relationship: 6 Essential Tips

By Rob Eveleigh, Managing Director, Brightelm

Many organisations are hesitant to outsource their events due to concerns about excessive costs, loss of control, and inefficiency. However, with the right approach and an experienced agency, these issues can be effectively managed. Here are six tips to help you get the best out of your relationship with an events agency.

1. Make Sure Their Scope is Clear

Clearly define what you expect from your event agency. List specific tasks by category and set clear service level expectations. Agencies appreciate a detailed brief, as it allows them to provide a more accurate and cost-effective quote.

Ensure the contract includes everything you expect. Use terms like "anything not included is specifically excluded" to avoid scope creep, which can lead to unexpected charges. Scope creep, where work extends beyond the agreed scope, is a major challenge for event agencies and can affect profitability.

2. Maximise Value

Avoid duplicating tasks or processes that your agency is handling. This not only wastes time and resources but can also demotivate the agency team and break down trust. Ensure your agency has an "open book" policy in your contract to avoid hidden kickbacks from third-party suppliers. At Brightelm, we do not accept incentives or kickbacks from suppliers when our clients are paying us to source for them, as it presents a conflict of interest.

3. Check Out Your Assigned Team

Most agency teams are highly experienced, often more so than the client. However, it's not uncommon for agencies to assign less experienced team members to roles that require more expertise. Feel free to ask for CVs of team members to ensure they have relevant experience. If you're unhappy with the service provided, discuss it with your account manager as soon as possible.

4. Know Who to Contact if There's a Problem

Every agency should assign you an account manager responsible for the relationship. Ensure you know who this person is and how to contact them. At Brightelm, we assign three consistent contacts to each project: a dedicated account manager, a project manager, and a third consistent contact. This "power of three" approach ensures continuous knowledge and peace of mind.

5. Be Hands-On, Not Hands-Off

While agencies are experts in events, they need your guidance and expertise about your organization. Being involved helps prevent a disconnect between the event and your organization's ethos or purpose. Regular meetings will ensure the agency stays on track.

6. Avoid Agencies That Offer 100% Underwriting

Be cautious of agencies that offer to underwrite the event, guaranteeing a fee or surplus in return for taking on the financial risk. This can lead to a loss of control, reputational risk, and issues with data visibility due to GDPR rules. If this model is necessary, consider running smaller events that you can manage yourself.