SOMOS Experiences leads the evolution of the events sector in 2024

The event sector has experienced a significant evolution in 2024, consolidating itself as an essential part of companies’ marketing strategy. César González, CEO of SOMOS Experiences, highlights the fact that this year has been key in the professionalisation of all those involved, from providers to agencies. “We have come a long way, and the negotiation of a unique collective agreement for agencies will be fundamental to our future,” says González.
In this context, events have gained importance as a channel of communication, responding to a society that is increasingly demanding experiences instead of simple messages. “These days, events add a whole lot more to brands’ marketing strategies,” he adds.

Key tendencies in the event sector
During the interview César González underlines the importance of trends such as sustainability and positive impact in events this year. “The environment and sustainability are subjects that are becoming increasingly important in society as a whole as well as in our sector,” he comments. These trends not only reflect brands’ demands but also the expectations of participants.
SOMOS Experiences has also made excellence an intrinsic character of all its projects. “Excellence is not something that is added on during the process, like an ingredient in a recipe. It is something that is part of our DNA from the outset,” César assures us. “Irrespective of the size or the client, each of our projects exudes this excellence, because we have always been able to instil it and keep it in our DNA,” he adds.
International recognition and the growth of the agency
This year, SOMOS Experiences was included in the prestigious EVENTEX Index 2024 Top 100. Although González admits he doesn’t tend to seek out this kind of recognition, he says it is “always nice when work well-done is recognised.” However, for the agency, awards are a consequence of day-to-day work rather than an objective in themselves.
The impact of this recognition has been reflected in the agency’s global image. “It is difficult to quantify, but it has doubtlessly enhanced our global visibility and has contributed to us gaining new projects,” comments González.

Looking to the future
With our sights set on the future, SOMOS Experiences has developed a strategic plan up to 2026, which foresees significant growth for the agency. “We are ambitious, but we are also adapting rapidly to the changes in the market,” explains González, who highlights the importance of maintaining that agility and freshness that characterise a small agency.
Among the challenges confronting the sector, González highlights the necessity of events being considered as a strategic partner for brands, participating in their marketing plans constantly. “The objective is that events are no longer seen as one-offs and become a key part of long-term strategies,” he concludes.