The Drum UK Event Awards launched with a twist. Not only will these awards once again recognise and reward those often behind the scenes within the event industry, they will now put more of a focus on the experiential element of the marketing world.

Recent research highlighted that marketers are expected to increase experiential spend by up to 50% in the next 3-5 years, and increasingly companies that started off solely as event planners are transitioning into the experiential realm.

This fact highlights that brands are no longer interested in running events for the sake of it but in creating experiential campaigns which truly reflect the core of the brand.