Events Lead Marketing Investment Growth in Latest IPA Bellwether Report

Welcome to the latest edition of Snöcap.

Events have topped the list for marketing investment growth in the UK for a second straight quarter, new figures show. The IPA’s Q2 2026 Bellwether Report recorded a net balance of +11.0% for events, as overall marketing budgets rose to their second-highest level in two years.

Cvent introduced a new brand identity this week at its annual customer conference in Nashville, built around a concept it calls the “Presence Premium.” The company also committed $1 billion to technology and product development over the next three years, its largest such investment to date. Read the full stories below

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Events Lead Marketing Investment Growth in IPA Q2 2026 Bellwether Report

Events led all categories for marketing investment growth in the second quarter of 2026, according to the latest IPA Bellwether Report, as UK companies raised marketing budgets to their second-highest level in two years.

Events recorded a net balance of +11.0%, matching its lead position from the first quarter. Overall marketing budgets posted a net balance of +6.9%, with other figures from the report as follows:

• 23.8% of participants reported an increase in marketing spend during the quarter, while 16.9% reported cuts.
• The net balance for company financial prospects fell to -9.6%, down from +0.6% in the first quarter.
• Market research budgets fell for a sixth consecutive quarter, with a net balance of -4.1%, less severe than the -13.7% decline executives had projected for 2026/27.

The survey polled 300 UK-based marketing executives between June 1-23, 2026.

“Bellwether panellists have demonstrated notable resilience against a backdrop of persistent economic uncertainty. By continuing to bolster marketing spend – particularly as high inflation threatens to weigh on consumer demand – respondents are indicating a commitment to investment and brand-building activities that underpin growth,” said Maryam Baluch, economist at S&P Global Market Intelligence and author of the Bellwether Report.

“Experiential marketing has become a strategic investment rather than a discretionary spend. Even amid ongoing economic uncertainty, brands are prioritising live experiences because they deliver measurable commercial value and create lasting brand impact. While AI accelerates the production of digital content, live experiences are becoming even more valuable as a source of authentic, human stories that fuel organic social engagement and influencer activity,” said Patrick Reid, CEO of Imagination.

The IPA Bellwether Report is based on a quarterly survey of around 300 UK companies recruited from the country’s top 1,000 businesses, with respondents primarily marketing directors.

Cvent Unveils New ‘Presence Premium’ Branding, Commits 1 Billion Tech Investment for Next Three Years

Cvent introduced a new brand identity Tuesday at Cvent CONNECT, its annual customer conference, and committed $1 billion to technology and product development over the next three years.

The rebrand centers on what the company calls the “Presence Premium,” framing in-person events as a response to the spread of AI-generated content. Nearly 5,000 people attended the conference in Nashville, with additional participants joining online, Cvent said.

“In a world where AI can generate almost anything, people are craving something real,” said Reggie Aggarwal, founder and CEO of Cvent. “When the world around us is so noisy, choosing to be present is the rarest signal in modern business. This is the argument for why events belong at the center of every organization’s growth strategy, and it’s the signal we built our brand around. This new brand is bolder, performance-driven, and built for what’s next. We truly believe that through our customers, our ecosystem, and our technology, we can show the world what events can do.”

Cvent cited survey data to support the rebrand:

• 98% of marketers and event professionals said in-person and community-based events are central to their marketing strategy, per Cvent-commissioned research.
• 70% of business leaders said events matter more as AI increases synthetic content, per a Forrester Consulting study conducted for Cvent.
• 85% of respondents said AI-generated content has made it harder to build trust with audiences, per a separate Cvent study fielded by Censuswide.
• 81% said audience trust increased following an in-person event, the same study found.

The $1 billion commitment, described by the company as the largest in its history, will fund technology, AI and product development, including its CventIQ platform.

“Brand has always been about perception and the story people tell about you when you’re not in the room,” said Amy Lucia, chief marketing officer of Cvent. “For a company that exists to prove what events can do, we needed a brand bold enough to match that conviction. This is it, and the research behind it gives every event professional, marketer, and hospitality leader something they’ve never had before: proof that presence performs.”

Messe Frankfurt Strengthens Light + Building Portfolio with Acquisition of LiGHT Expo London

Messe Frankfurt has acquired LiGHT Expo London from [d]arc media, adding the lighting trade show to its Light + Building portfolio, the company said.

Launched in 2022, LiGHT has grown into one of the UK’s leading events for the lighting specification community, bringing together architects, designers, engineers and international lighting brands. The show will run out of Messe Frankfurt’s London subsidiary, joining a portfolio that includes events in Frankfurt, Buenos Aires, Dubai, Guangzhou, Hangzhou, Istanbul, Kuala Lumpur, Las Vegas, Mumbai, New Delhi, Shanghai and Tashkent.

Messe Frankfurt UK will continue operating LiGHT under its existing identity, with [d]arc media remaining involved in promotional activity and content curation.

“LiGHT has become one of the most important meeting places for the UK lighting and design community in a remarkably short space of time. We have long admired what the [d]arc media team has built and the passionate community that has grown around the event. This acquisition represents an exciting opportunity to support LiGHT’s continued growth as part of Messe Frankfurt’s international lighting portfolio, while carefully preserving the qualities that have made it such a success,” said Simon Albert, CEO of Messe Frankfurt UK.

“When considering the future of LiGHT, it was important for us to find a partner that not only had the scale and expertise to support the event’s growth, but also genuinely understood the lighting industry and the community we have built around it. We are excited to support the next chapter of LiGHT’s journey and look forward to seeing the event continue to flourish,” said Paul James, managing director of [d]arc media.

LiGHT joins Messe Frankfurt’s Light + Building Technology portfolio, headed by the biennial Light + Building event in Frankfurt, Germany, scheduled next for March 5-10, 2028.

Apollo Completes Emerald and Questex Acquisitions, Creates Growth-Focused B2B Events and Media Platform

Apollo-managed funds have completed the acquisitions of Emerald Holding, Inc. and Questex, LLC, combining the two companies into a single B2B events and media platform, the company announced.

Paul Miller has been named chief executive officer of the combined company, while Hervé Sedky has moved into a senior advisor role. The combined company also named the following executives:

• Vince DiMaggio, chief financial officer
• Issa Jouaneh, chief operating officer
• Kate Spellman, chief commercial officer
• Kurt Nelson, chief talent officer
• Sara Altschul, chief legal officer and company secretary

The two companies will be fully integrated over the coming months.

“This transaction combines two market leaders with iconic brands, deep customer relationships, and differentiated capabilities, to create a scaled platform positioned to accelerate organic growth, invest in innovation, and deliver even greater value for customers, employees and other stakeholders. We look forward to supporting and working closely with the leadership team as they build a leading B2B events and media business,” said Shahid Bosan, managing director at Apollo.

“Today marks an exciting milestone as we embark on a new chapter as one company. By bringing together the best of Emerald and Questex, we are creating a stronger, differentiated platform with the scale, offerings, and talent to better serve our customers and partners. With Apollo’s support and a strong leadership team in place, we are well-positioned to execute against our strategy, expand our portfolio, and capitalize on the significant opportunities ahead,” said Paul.

Emerald’s common stock has ceased trading and is no longer listed on the New York Stock Exchange. Emerald stockholders are receiving $5.03 per share in cash.

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