Beyond the brief - how should event agencies measure success?
In our industry, success has traditionally been defined by delivery. Did the event happen on time, on budget and without incident? But as the events landscape becomes more strategic, more measurable and more accountable, the way agencies define and measure success needs to evolve too.
At veSpace, measurement has always been central to how we deliver for our clients. For the events we manage, success is tracked against clear KPIs: turnout versus registration, levels of delegate engagement during the event, post-event feedback and structured event debriefs that capture both quantitative results and qualitative insight. These measures tell us whether an event landed, whether it delivered against objectives and, crucially, what we can improve next time.
For our venue-finding clients, the metrics are different but no less important. We are targeted on tangible savings achieved against budget, the implementation of sustainable initiatives, and the added value we negotiate on behalf of our clients - whether that’s upgrades, enhanced experiences or smarter contractual terms. These are performance measures that matter directly to procurement teams, event owners and finance directors alike.
Alongside these operational measures, awards also play an important role in how agencies assess success. This is particularly relevant when those awards are rooted in genuine client endorsement. In that respect, the M&IT Awards stand apart. They are voted for solely by clients and independently verified, making them one of the most credible measures of performance in our industry. We’re lucky enough to have been awarded several M&IT Awards in our history, including in 2025 the Gold award for Best Intermediary Agency (Large). Recognition of this kind goes beyond creative flair or clever marketing; it reflects consistency, trust and the strength of long-term client relationships.
"Awards play an important role in how agencies assess success. This is particularly relevant when those awards are rooted in genuine client endorsement."
veSpace picking up the Gold Award for Best Intermediary Agency (Large) at the M&IT Awards 2025
veSpace picking up the Gold Award for Best Intermediary Agency (Large) at the M&IT Awards 2025
All of these metrics are focused on client outcomes - and rightly so. But they raise an important question: while we are rigorous in measuring performance for our customers, how do agencies measure their own success?
One of the most powerful tools we’ve embraced is Net Promoter Score (NPS). NPS measures how likely a customer is to recommend your business to others, categorising respondents as promoters, passives or detractors. It is simple, widely understood and, when tracked consistently, incredibly revealing. More than a satisfaction score, NPS is a measure of trust, advocacy and long-term relationship health.
In 2022, veSpace measured our Net Promoter Score for the first time. It was a conscious decision to hold a mirror up to ourselves and to create a benchmark we could be accountable to. What has followed has been one of the most valuable performance indicators in our business. Our score has increased year on year, reflecting not only the quality of what we deliver, but how we work, communicate and partner with our clients.
I’m delighted to say that our Net Promoter Score has increased again, and we are now at a whopping 71. With an NPS of 71, veSpace is performing at a level comparable with world-class service brands such as John Lewis and premium hospitality providers, and significantly above typical B2B agency benchmarks.
Ultimately, measuring agency success shouldn’t stop at outputs. It should encompass results, recognition and recommendation. In an industry built on trust and collaboration, client advocacy - whether expressed through feedback, referrals, awards or scores - may be the most meaningful metric of all.