As the final quarter of the year draws near, agencies across the board are preparing for a different approach.
Q4 isn’t just another chapter – it’s the high-stakes season where brands aim to finish strong, capitalise on holiday spending, and set the tone for the new year. For agencies, that means juggling tight timelines, higher client expectations, and the pressure to deliver standout campaigns and events in a saturated market.
Conference News spoke to two agency leaders – Anna Peters, creative director at Evolve Events and Catherine Turner founder and CEO at CTL Communications about how they are preparing. From strategic planning to creative pivots, we explore how agencies are bracing for the busiest season on the events calendar.
Strategy & planning
As agencies ramp up for their busiest periods, proactive planning becomes the difference between delivering seamless, standout experiences and scrambling under pressure. For Evolve Events, planning begins 10-12 months in advance, especially for the agencies more immersive and bespoke offerings like Secret Soirée at Kent House Knightsbridge. At CTL Communications they plan six months out for the busiest times of the year so that people can be bought in at the start of projects if project teams need to be shuffled around.
Turner says: “Our agency grew very fast post COVID and we scaled up the team over 4x! So, we have had to build dynamic ways of planning and follow a very entrepreneurial, action oriented culture to gel quickly teams and client connections. We look at prior years, a monthly forecasting cycle for confirmed and project in pitch allowing us to see by person, role type and team how demand and supply match up so we can quickly”
Peters adds: “Increasingly, we’re seeing savvy clients get in touch in January to secure standout dates and lock in the most in-demand suppliers, so we need to be ready to meet that early demand.”
Agencies that embed deep forecasting and early client engagement into their culture are far better equipped to hit the ground running when peak season arrives.
Trends & client demands
It is important for agencies to take changing trends and client demands into account when considering their Q4 planning.
Peters says: “Clients are asking for more meaning in their celebrations, from CSR alignment to ensuring every touchpoint is inclusive and accessible. Our focus has shifted from just delivering spectacle to creating experiences with purpose. There’s also been a subtle but important shift: theme isn’t everything anymore.
She continues: “Clients care more about how a celebration feels, whether that’s serving genuinely exciting non-alcoholic drinks or embracing earlier finishes to support work-life balance. These choices aren’t just perks; they create inclusive spaces where everyone can connect and recharge. Expectations have risen too: more unique moments, more experiences. Because when there’s more to do, teams’ bond deeper and company culture grows stronger, making memories that last well beyond the night.”
She also explains the immersive is continuing to lead the way into Q4, visually, narratively, emotionally and interactionally. At the same time, there is also growing demand for private, premium experiences with a more tailored feel, which is why Secret Soirée at Kent House Knightsbridge is resonating strongly.
The experience combines exclusive hire with curated packages that help clients manage budgets while still offering flexibility to personalise, whether that’s through entertainment, styling, or menu choices. It’s a format that gives companies the best of both worlds: the ease of a structured experience, with room to reflect their own culture and tone. The result is a night that feels entirely theirs, not just another off-the-shelf Christmas party.
Peters says: “Clients are more experience-savvy and socially conscious. They want Instagrammable moments with meaning, from sustainable menus and zero-waste gifting to community give-back options. There’s also a noticeable shift in wellbeing considerations: earlier finishes, alcohol-free drinks served with just as much flair, and formats that foster feel-good vibes without the pressure to party hard. That’s why we’re seeing increased demand for calm, purposeful gatherings alongside the traditional big celebrations.”
Turner explains that they are seeing clients returning to remote or hybrid meetings, driven by both sustainability and financial efficiency goals. She says: “We see more targeted audiences and more in depth content to reflect that messaging is more nuanced and complex in a world as volatile as it has been in 2025. Most of our end clients are public companies and they have highly complex agendas and a lot of external uncertainty to navigate.”
Challenges & solutions
Peters explains that condensed timelines, supplier availability and the volume of demand in a short window is a big challenge in Q4. She says: “While larger clients book early, we still see a last-minute spike in Q3 and even early Q4. That’s why we invest in trusted partnerships and work closely with our venues and performers all year, so we can move quickly and deliver seamlessly even under pressure.”
She adds that to manage resource capacity during this busy period the agency makes sure to ‘plan and pace’ by staggering production schedules and working in pods each led by project specialists, to ensure every client get the creativity and care they deserve. Peters says: “It’s also a high-stress period for our team, so we’re mindful about internal wellbeing too, from rest planning to flexible hours.”
Innovation & differentiation
During peak season, standing out in an increasingly crowded market is essential for agencies. Peters explains: “We lean into what we do best—story-led, emotion-driven experiences that are tailored to each client’s audience.”
But not every Q4 event needs to be high-energy. She adds: “We also don’t assume that every event needs to be high-octane. Our new wellbeing activations with Be In Your Element bring a softer energy to the season – perfect for team brunches, family days, or alcohol-free afternoons, especially at venues like Sands End, which lend themselves to a slower pace.”
Evolve Events is also focusing on fresh ideas this year, with the introduction of The Magician’s Table, a celebration wrapped in performance, illusion and story, designed to spark connection.
In such a competitive landscape, creative differentiation is key. Turner says: “We’re known for blending bold creativity with a ‘get it done’ culture. Our growth is a sign of trust from our clients. We’re constantly innovating, both in what we deliver and how we deliver it, to raise the bar each year.”
While some of their most exciting Q4 projects remain under wraps due to client confidentiality, Turner hints at a longer-term vision: “Medium term, we’re very focused on how AI can augment and enhance communications and engagement.”
Commercial considerations
With Q4 events, there’s certain seasonal and commercial considerations to take into account. For example, Peters explains that they are realistic with clients about seasonal costs but help clients prioritise budget for the moments that will make the biggest impact. The agency also offer tiered or modular packages at all our venues to give flexibility without losing the magic.
Turner says: “We get a lot of work late in the year as clients look to maximize their impact and finish strong. We are exceptionally flexible to budget there is always a way to innovate and activate if the client is prepared to prioritize and make trade-offs. We believe in creativity and brilliant execution regardless of budget – you just have to avoid mismatches in expectations or unrealistic objectives. We partner with our clients to get the best solutions.”
Looking ahead
When asked for their top advice for brands and agencies planning Q4 events, both Peters and Turner emphasised the importance of early, strategic thinking.
Turner said: “Prioritise! It’s the hardest time of year to grab attention so be ruthless and strategic in prioritising your audience and messages. Work with and work around the challenges of Q4.”
Peters says: “Start early, the best ideas, venues and talent go fast. And don’t just plan to celebrate, plan to connect. Ask yourself: what do you want your guests to feel when they leave? That’s your north star.”
