So what does the fact that two-thirds of agency staff don’t see themselves staying in experiential actually mean?
Lou Garrod, Sense Deputy Managing Director, told Event that she believed the statistic was more about the changing nature of the industry, saying: “I do not think people ‘burn out’ and walk away from the industry. I think the stats are a result of the lines blurring between event/experiential/real world and ultimately advertising.
“We’re already seeing the type of brief that requires a discipline neutral response so I can see why people may not think their future lies in ‘events’. It’s up to agency employers to move with the times and not lose their best people in the process. Training, engagement, opportunity exposure are all key.”