Introduction
Hiring a live events agency is one thing. Getting the best possible version of them is something else again — and the foundation is laid before a single venue has been shortlisted or a theme has been decided.
If you’re thinking about working with a live events agency for the first time, the difference between a good outcome and an amazing one sometimes comes down to how well you set out your plans in the brief.
Want to ensure every penny you spend is shining brightly up there on the stage? Here’s what the professionals at ConnectIn Events suggest to get it right.
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1: Think About Outcomes Before Logistics
The most common mistake in briefing an events agency is diving into practical stuff like dates, locations and rough headcounts. But there’s a more urgent issue: establishing what the event is actually supposed to achieve.
What do you want people to feel when they leave? What should they know, think, or do differently afterwards? Is this event about celebrating something, communicating something, or converting something?
So forget formats for now, because agencies build better events when they get the goal. “A one-day conference for 200 people in Manchester” is a perfectly fine logistical frame. “We want our clients to leave feeling like they’re part of something modern with proper momentum.” is a creative brief. It’s the latter that can unlock a world of possibilities.
2: Share Any Constraints Honestly (and Early)
Budget, non-negotiables, internal politics, previous events that didn’t land well. These are just a few of the details a good agency needs to appreciate the full, unvarnished, picture. If last year’s event felt too corporate, say so. If there’s a stakeholder who tends to override creative decisions at the last minute, that’s useful to know.
The more honestly you brief an agency, the more effectively they can design around the actual constraints (rather than discovering them weeks before the big day).
3: Ask About What’s Included
Grey areas around what’s included in your event package can be one of the main sources of friction in any client-agency relationship. It usually stems from assumptions made at the briefing stage rather than genuine bad faith on either side.
Before work begins, go over what’s included in the fee. If you’re unsure, just ask. Common questions include “Does production management mean the agency is physically on-site? Does venue-finding include negotiating the contract? Does “full-service” cover AV, or is that a separate supplier?
The best live events management companies will walk you through this clearly, but it’s worth asking the questions rather than assuming. A relaxed chat about scope upfront saves a much more difficult one later.
4: Trust the Creative Process
Some agencies really come into their own when they’re trusted to create. If you’ve hired someone specifically for this, give them room to flex those muscles. The temptation to revert towards familiar venues, formats, and themes is understandable. After all, there’s money on the line. But it’s also how you end up with an expensive event that feels like every other gathering out there.
That doesn’t mean removing yourself from the process. It means engaging with creative proposals as a collaborator rather than an approver. By all means, ask why they’ve made the choices they have, and push back where it matters. Just don’t get so involved that you start undoing good ideas.
5: Appoint a Dedicated Decision-maker
Events often stall when the agency is waiting for sign-off from multiple people with different priorities. Whether it’s the venue shortlist, the catering options, or the run-of-show outline, decisions need to be made quickly and decisively; especially as the event date approaches.
Whoever is the internal lead on the project should have the authority to make calls without convening a committee. If that isn’t possible, the agency needs to know the decision-making process at the outset so they can build the timeline around it.
Conclusion
Choose an Agency to Match Your Ambitions
Not all event agencies are made equal. Some are pure operational machines offering reliability, organisation, and professional delivery. Others add a sprinkling of genuine creative ambition, and they’re the ones best suited to briefs that want something more than a well-run day.
It’s worth being honest with yourself about which kind of event you’re trying to create before you choose who to work with. If the brief is straightforward and execution is the priority, that shapes the decision. If you want something that genuinely reflects your brand and gets talked about afterwards, look for an agency that positions around experience and creativity, not just logistics.
ConnectIn Events works across the full spectrum of live events management — from single-day corporate events to multi-stage productions — with a particular focus on events that feel considered, distinctive, and worth attending.
Share your brief with them today at [email protected].
