Why ROI is the main battleground for events
Event Concept’s Jess MacGillivray on the importance of commercially intelligent event design - and why behavioural science, not big budgets, is driving the next era of live experiences.
“Events have to deliver real business impact. If you can prove ROI and create meaningful connections, you secure budgets, trust, and long-term value for your brand.”
Jess MacGillivray, client director at Event Concept, has experienced firsthand the increasing importance of ROI over her four years at the agency. “When I joined, it was just as the pandemic was tailing off. Brands had been holding back, and suddenly there was this huge appetite for face-to-face connection,” she recalls. “It was a real boom, and we were lucky to be at the start of it.”
Today, the environment is markedly different. “We’re still very busy, but clients are asking for more with the same, or even smaller, budgets,” says MacGillivray. “The landscape is more competitive, and every pound spent needs to be justified. It’s about doing more with less, but ensuring the outcomes are tangible.”
For MacGillivray, this has meant a shift in how events are designed and delivered. “My focus is on ensuring clients are happy and helping grow their accounts, but I’m also heavily involved in pitching and winning new work,” she explains. Her clients span a diverse range of sectors - from professional services like law firms and consultancies to technology, media, healthcare, luxury and fashion brands. “It’s very broad, and that diversity makes every project different,” she adds.
The types of events the agency delivers are equally varied. Conferences remain the core, but the portfolio also includes corporate dinners, receptions, brand activations, and smaller, bespoke private events. Despite the breadth, MacGillivray stresses that every project is anchored in strategic intent.
“At EC, we start by looking at the broader organisational objectives,” she explains. “It’s not enough to say, ‘This is what the client wants to achieve at the event.’ We ask, ‘What does the business want to achieve overall?’” This approach, she says, ensures that events are designed to drive measurable outcomes, whether that’s increased sales, improved cross-team collaboration, or embedding key messages across an organisation.
The agency has developed a methodology grounded in behavioural science, in collaboration with expert Richard Shotton. “Every event is mapped to specific behavioural shifts,” MacGillivray explains. “We define what attendees should do differently after the event, and how we’ll measure whether that change has happened. Then we design the experience - workshops, participatory sessions, even the networking moments - to support those objectives.”
The payoff, she says, is twofold. First, it helps clients demonstrate ROI to senior stakeholders. “Often, the internal events team needs to justify spend to the wider business. Our approach allows them to show concrete results - not just engagement metrics, but actual behavioural change linked to the company’s goals.” Second, it enhances participant engagement. “People aren’t just passive observers. When they feel ownership over outcomes and have hands-on experiences, they remember and act on what they learn.”
Face-to-face connection, MacGillivray argues, is increasingly valuable in a world fatigued by digital interactions. “You can’t build the same trust or engagement over Zoom,” she says. “Whether it’s employees or clients, in-person events allow for authentic connection. Half the battle is simply getting people fully present.”
International work has expanded alongside this strategic approach. While the UK remains the core market, Event Concept now operates globally, with a New York office and projects spanning Europe, the US, and as far afield as Hong Kong. Conferences in Athens, for example, brought together attendees from multiple continents. “It’s a real chance for people to come together, collaborate and build relationships that last beyond the event,” she notes.
MacGillivray admits that travel is not always glamorous, particularly as her role focuses more on the early stages of project planning. But standing onsite and seeing attendees’ reactions remains the highlight. “That first moment when guests walk in - seeing their response to months of planning - is still the most exciting part. That’s why we do what we do.”
Looking ahead, she expects ROI and strategic measurement to remain a central concern. “Budgets are only going to be scrutinised more. Agencies that can prove clear outcomes, integrate technology thoughtfully, and link experiences to business goals will continue to thrive.” AI and other digital tools are part of the mix, but only when they add real value. “We never use tech for the sake of it. It has to enhance the experience and support the behavioural objectives.”
Ultimately, MacGillivray believes the events industry is evolving from one-off, transactional gatherings into ecosystems of engagement. The most successful events are those that connect participants, drive measurable change, and leave a lasting impression. That means taking every brief seriously, starting with the business objectives, and designing experiences that deliver tangible ROI.
“In the end, it’s about people,” she says. “Getting them together, engaging them meaningfully, and creating a lasting impact. If you do that, you can justify every investment, build trust, and keep events front and centre in business strategy.”