Chris Rhodes, founder and creative director of London-based creative production agency Experience explains why working together trumps working alone in event production
The premium events world is changing fast. Instead of agencies competing for every project, the smartest teams are joining forces to win bigger briefs and deliver better results.
Why the shift? Clients want immersive experiences that look and feel high end. They want Netflix-level storytelling, Instagrammable design, interactive tech, but without the blockbuster budgets. At the same time, the logistics behind modern events have become more complex. It is no longer realistic for one team to deliver everything alone.
Partnerships are how the best work gets made
More agencies are now building networks of trusted partners, creating flexible teams that combine specialisms. These collaborations allow for bigger ambition, faster turnaround and more memorable experiences.
This is not just about agencies working with other agencies. We are increasingly asked to support in-house brand teams who need extra capacity or niche expertise. Sometimes they need a team to scale quickly without long-term hiring. Sometimes they want help navigating an unfamiliar brief, like building a temporary venue, integrating live tech, or pulling off something out of the ordinary.
Even creative agencies with strong internal teams often ask us to help bring their vision to life. We are regularly approached by peers to convert shipping containers, projection map heritage buildings, or turn a concept deck into a working environment. We enjoy it and we respect how hard it is to do well.
At the L’Oréal Colour Trophy, for example, we worked with the team at Clockwise to deliver a giant LED wall that ran the length of the catwalk. Their approach to motion design, including AI-generated footage, was fast, efficient and creatively brilliant. The visuals they created elevated the whole show. That partnership worked because both teams focused on their strengths, we handled the space and technical infrastructure, they brought the screen to life.
Flexible support for overstretched teams
It is not just about specialist skills. Timing is often the trigger. When in-house teams hit a crunch point, we can step in with extra resource and structure to keep things moving. That might be running logistics, supporting fabrication, or taking on full production. We have also been asked to support marketing agencies looking to pitch or present in more dynamic ways, turning what could be a PowerPoint deck into a live experience.
Crucially, these partnerships give everyone room to breathe. No one has to pretend they can do everything. Instead, you build a team with shared intent and complementary skills. The client gets a stronger result and the project is less likely to fall over under pressure.
Why it works for brands too
This shift is not only coming from agencies. Many brands are actively encouraging collaboration because they see the value it brings. Rather than growing massive internal teams, they are keeping things lean and pulling in trusted partners when needed.
Clients now understand that great events come from teams who know what they are doing, not from a single supplier promising to do it all. They care more about outcomes than ownership.
What makes it work
The best partnerships are built on trust. They often start small, one element of a job, a bit of backup during a peak season, but grow over time. You learn each other’s pace and process. You know when to step forward and when to step back. And that respect is what makes the collaboration work long term.
In our experience, the strongest collaborations happen when roles are clear, communication is direct and the focus stays on the end result, not internal credit. That mindset has helped us deliver for other agencies, in-house teams and direct clients alike.
Looking ahead
As event experiences get more ambitious and more technically demanding, the industry will continue to move this way. Successful agencies will be the ones who embrace collaboration as a creative tool, not just a staffing solution.
Whether it is a fashion show, a press launch or a brand offsite, the best work is rarely made in isolation. The smart money is on teams who know how to work well with others and who do it often enough to make it feel seamless.
Photo: L’Oréal Colour Trophy Awards: Partnering with Clockwise to push the boundaries of live production, Experience brought bold visuals to life with collaboration and shared creative firepower.
