The collaboration, formed in 2024, provides experiential marketers with important tools and resources designed to help them track and measure the success of their events. As the official U.S. media partner of the EMMC, Event Marketer will continue to roll out new education, research and peer-to-peer initiatives for corporate event marketers working across business events, trade shows and consumer activations.

Again this year, Event Marketer will host a quarterly series of LinkedIn Lives featuring expert panels and the release of new tactical event measurement tools with the EMMC (watch past episodes here, here and here). The EMMC will also contribute quarterly columns and updates for the Event Marketer audience, and will contribute expertise at the 2026 Experiential Marketing Summit, May 18-20 in Las Vegas. In addition, event measurement insights will be collated in an all-new newsletter, Performance IQ, launching this year.

EMMC X EM: Event measurement thought leadership, live chats, and more.

“Measurement is one of the most important topics and practices within this industry, but it requires shared resources and perspectives for industry-wide success,” said Kerry Smith, President, Event Marketer. “As we embark on another year of partnership with the industry leaders at the EMMC, we’re excited to go even deeper on the tools and insights that matter most to event professionals and their work right now.”

“We are thrilled to continue our partnership with Event Marketer, protecting and growing our industry through credible measurement,” said Dax Callner, President, EMMC. “Data can be a source of truth and insight—telling a compelling story about event performance and impact. Event Marketer is the perfect storytelling partner to inspire more event professionals to adopt measurement into their work.”

Event Marketer has a long history of providing event measurement best practices to the event community. Event Marketer magazine and eventmarketer.com are home to thousands of articles featuring industry leading brands sharing their event measurement tips and best practices. Since its inception 24 years ago, EM’s annual executive conference, the Experiential Marketing Summit, has featured workshops and expert-led discussions on building better measurement strategies and metrics for events. Event Marketer’s annual Ex Awards and Experience Design Awards programs are awarded in large part based on business impact and ROI.

The post Event Measurement News: Event Marketer and the EMMC Join Forces for a Third Year appeared first on Event Marketer.

The business will operate under the Jack Morton name and will span 20 offices with locations in North America, Europe, the Middle East and Asia-Pacific. Experiential services will include major conferences, digital engagement, sponsorship, brand activations, trade shows, corporate events and health care conventions, among offerings.

The move comes shortly after Omnicom’s sale of Jack Morton and allows the new joint agency to operate independently.

In a press release, Jared Pollacco, ceo of Impact XM, stated that “this union accelerates that vision for both our clients and our teams. The merger brings together Impact XM’s unified experiential approach and Jack Morton’s global scale and creative strength.”

Jack Morton ceo Craig Millon noted: “Together, we’re building an agency ready for a marketing landscape reshaped by AI—one that keeps real, human experience at the center.”

Read more about the acquisition here.

Image credit: iStock/NISIT RAWO

The post Agency News: Impact XM and Jack Morton Merge appeared first on Event Marketer.

Available Now for EMMC Members.

If you organize events with exhibitors or sponsors, whether it’s a trade show, corporate conference, or consumer festival, you already know the uncomfortable truth: success isn’t judged by a single audience. You’re accountable to three. Attendees. Sponsors. And your own organization.

Too often, measurement in this space defaults to revenue, as the easiest to track metric. Tickets sold. Booth fees collected. Sponsorship dollars closed. While important, these numbers tell only a fraction of the story. Long-term event growth depends on something more nuanced, a mutual value equation where all parties feel their investment of time, money, and energy was worthwhile.

That belief is at the heart of the Experiential Marketing Measurement Coalition’s playbook for events organizers. The premise is simple yet powerful—value must be assessed and communicated using clear, credible data.

Start by Defining Value for Every Audience

Sponsored events have two types of “customers.” Attendees invest their time and attention. Sponsors invest resources, talent, and often significant budget. Whether or not either group pays a formal fee is irrelevant. Both are making a real investment.

Attendees typically seek connection, enjoyment, new ideas, and access to relevant solutions. Sponsors look for qualified prospects, brand lift, and business outcomes (e.g. leads, sales). Organizers, meanwhile, care about revenue, reputation, and repeat participation.

Your job isn’t to favor one group over another, it’s to design an environment where value can be created for all three. Measurement is how you prove success.

Measure Perception Before You Chase Scale

Event reputation is a leading indicator of future growth. If people believe your event is valuable, relevant, and credible, attendance and sponsorship follow naturally.

That’s why post-event measurement should go beyond satisfaction scores. Ask attendees and sponsors to rate the value they received for their time, measure shifts in perception of the event, track Net Promoter Scores, and intent to return. These signals tell you whether your event is building affinity or eroding it.

Questions should be asked of sponsors as well as attendees. Their experience matters just as much.

Prove You’re Attracting the Right People

Sponsors don’t just want crowds, they want the right crowds. Data should demonstrate audience quality as much as quantity.

Registration and ticketing data can help you understand who is attending and whether they match sponsor targets. Tracking attendance-to-registration ratios also matters as high no-show rates undermine sponsor confidence and operational planning alike.

Transparency here is critical. When organizers withhold attendance and audience-quality data, sponsors are left guessing, and often hesitate to return.

Relevance Is the Currency of Sponsorship

Not all sponsors add value simply by showing up. Attendees should perceive sponsor presence as relevant and useful. Post-event surveys can assess whether sponsors felt aligned with the event, and whether attendees felt the same.

This is where organizers play a pivotal role curating sponsorships that make sense for the audience and delivering the qualified access sponsors were promised.

Revenue Is the Outcome, Not the Objective

Financial results matter, but they’re the byproduct of delivering mutual value, not the measure of it. When attendees feel fulfilled and sponsors see credible returns, revenue takes care of itself.

In a crowded event landscape, measurement isn’t about proving success after the fact. It’s about building trust, improving experiences, and creating events people and sponsors are eager to return to. Mutual value isn’t just good philosophy, it’s smart strategy.

For full access to our latest guidance, join the EMMC at eventmeasurement.org/join-the-emmc.

WATCH ON DEMAND: Measurement for Event Organizers—The Mutual Value Equation

For more Experiential Marketing Measurement Coalition content click here.

The post Guest Column: Why Measuring ‘Mutual Value’ is the Only Way Event Organizers Win appeared first on Event Marketer.

Founded in London in 1983, with locations in Los Angeles and Montreal, 2Heads’ portfolio reaches across aerospace, technology, financial services and consumer brands. Spiro is a part of GES, founded in 1926, a leading global provider of experiential marketing services and exhibitions to brand marketers and event organizers.

In a press release, Pepe Parra, founder of 2Heads, thanked “all the 2Heads staff for their commitment and loyalty over the company’s long history in the experiential industry. Joining Spiro as part of the GES family of businesses will open up even more opportunities for the team to grow and expand their horizons, and I wish them all the very best on their future journey.”

Read more about the acquisition here.

Image credit: iStock/aelitta

The post Agency News: Spiro Announces its Acquisition of 2Heads appeared first on Event Marketer.

Think: Alienware’s spaceship crash-landing at a commuter hub, a bold (bald) screening experience and Pennywise the clown’s red balloon hijinks.

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Related Links:

• Alienware and Twitch take over Grand Central Terminal
• Zicam Pops up a Colonial-themed Apothecary
• Everything You Need to Know About Experiential Marketing Month

Photo credits: Alienware and Twitch (Grand Central Terminal program); Zicam (Colonial colds); HBO (Pennywise)

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