The guide maps out key UK and global events across advertising, media, technology, commerce and culture, alongside practical guidance on how to turn attendance into impact. It includes actionable insights drawn from our Turning Moments into Momentum session, covering how to plan, activate and measure events more effectively.
Live events are thriving as a foundation stone for successful awareness-building, customer engagement and lead gen strategies and can really deliver when integrated into a wider sales and marketing plan. As a proof point, B2C and B2B marketers are very confident in the ability of events to drive results; the quarterly IPA Bellwether report shows consistent investment throughout 2025. The Q.3 report showed events enjoyed the biggest growth among marketing channels with a budget net balance rising from +3.9% to +10.9%. “The data showed that live events budgets saw the most significant increase in spend … as firms prioritised face-to-face client and prospect engagement”, said Maryam Baluch, Economist at S&P Global Market Intelligence and author of the Bellwether Report.
They are undoubtedly attractive platforms for media, marketing and tech suppliers to drive new business and meaningful conversations. But taking advantage of the opportunities means developing a strategy and putting in the groundwork. Event formats can range from trade shows, conferences and summits to awards ceremonies, small scale forums, panels and round tables. There are a plethora of ways to be involved, including exhibiting, sponsorship, hosting elements of the event or contributing to the programmed content. And, of course, brands can mount their own events at a scale suitable for their specific goals.
This Propeller guide highlights the must attend flagship events in the first half of 2026 and gives valuable advice for crafting a successful event strategy that delivers on your KPIs.
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