The events industry is in the midst of a creative reinvention. From immersive activations to hybrid experiences that blur the line between digital and physical, agencies are being pushed to think bigger and more unconventionally than ever before.
The result? A growing number of event agencies are looking beyond traditional producers and planners, tapping into talent from theatre, gaming, fashion and even TikTok. Here’s why agencies are shaking up their hiring strategy—and what it means for the future of experiential.
1. Fresh eyes = fresh ideas
Creatives from outside the traditional event world bring unfiltered perspectives.
A set designer from theatre might reimagine an awards show stage as an immersive narrative space. A video game developer could map out an attendee journey like a level-based quest. These non-traditional hires aren’t bound by “how it’s always been done,” which often leads to breakthrough moments clients remember.
2. Experience is the new entertainment
Experiential marketing is borrowing more and more from the world of entertainment. Whether it’s an interactive AR fashion show or a festival-style brand activation, audiences expect to be engaged. That’s why agencies are turning to playwrights, directors, choreographers and even magicians to make events feel more like curated spectacles than corporate exercises.
3. Social-first thinking Is non-negotiable
TikTok creators, meme-makers and digital artists are now part of agency rosters—not just for content creation, but for campaign strategy.
These creatives understand what captures attention online and how to make a moment go viral. They bring a native understanding of internet culture that many agencies need to remain relevant to Gen Z and younger millennials.
4. Hybrid and tech events need new skill sets
As hybrid events become standard, agencies are hiring from gaming, UX design and live streaming sectors to build digital-first experiences that actually work. A former Twitch producer might know how to keep remote audiences engaged. A game designer might map digital interactions that mirror real-world networking.
5. Diversity of thought drives innovation
Bringing in creatives from fashion, film, art, or even architecture isn’t just trendy—it’s strategic. These industries each carry their own cultural codes, processes, and priorities. The result is a melting pot of influences that can transform everything from set design to brand messaging.
As client expectations soar and audiences crave more immersive, emotionally resonant experiences, event agencies are realising they need more than seasoned producers—they need storytellers, makers, hackers, and dreamers. Hiring outside the industry isn’t a risk—it’s a creative necessity.
