• July 22, 2025

Agency Leaders & Next Gen Meet Up – Key Takeaways

Agency Leaders & Next Gen Meet Up – Key Takeaways

Agency Leaders & Next Gen Meet Up – Key Takeaways 1024 668 micebook.

The need for better collaboration and communication between different generations has been a topic of much discussion and debate recently, and one we explored in detail at an open and honest exchange between our first nineteen Agency Leaders and Shadow Board meet up.

Launched earlier this year, micebook’s Shadow Board is a new collaborative membership group for the next generation of event agency leaders, who have met several times virtually and in person. But this was the first time they came together in person with our established nineteen agency leaders’ group who also meet regularly as a group.

Held at art’otel Battersea on 10 July, we kicked off with an icebreaker, followed by a session using Mentimeter to anonymously gauge the sentiment of both groups and set the scene for the day. This was followed by interactive roundtable discussions and one-to-one meetings, which saw leaders take part in short speed dating sessions with Shadow Board members.

Here’s a few takeaways from the conversations…

One of the key discussions centred around the disconnect between aspiring leaders and the realities of running a business. Established leaders emphasised the importance of understanding fundamentals like VAT, taxes, financial planning, and people management. Shadow board members acknowledged that exposure to these aspects is limited in their current roles, prompting a call for more structured education and experience-sharing initiatives within agencies.

Next-gen participants expressed a strong desire to gain broader exposure to different departments and responsibilities—especially in areas like finance and operations. Senior leaders encouraged curiosity and patience, noting that leadership requires time, mistakes, and continuous learning.

The conversation touched on the cultural shifts driven by remote and hybrid working post-COVID. While flexible working is valued, many leaders voiced concern about the erosion of informal learning and company culture. Newer employees echoed these concerns, sharing how a lack of in-person interactions impacted their early development.

Both groups discussed the challenge of creating clear career progression paths in the fast-paced events sector. While some agencies are implementing structured roadmaps and growth conversations, others acknowledged the need to improve in this area—especially in environments where expansion may not be linear.

The session reinforced that while approaches differ across generations, mutual respect and open dialogue are key. Leaders acknowledged the need to understand and accommodate new expectations, while younger voices appreciated being heard and expressed a willingness to learn from experience.

“Bringing agency leaders and emerging talent into the same room sparked the kind of honest, necessary conversations our industry needs. We explored the perceptions and misperceptions each generation holds about the other, and it was eye-opening on both sides,” said Janine Hart, MD of Pure Communications Group.

“What stood out most was the chance to connect with the shadow board and hear their bold, thoughtful ideas on where our industry needs to evolve. From the pressure of the cost-of-living crisis fuelling faster career ambition, to the belief that starting a family and building a career in events can’t coexist, to the appetite for a better understanding of how agencies operate and why certain business decisions are made. These are not small issues, and they deserve real attention.”

She continued: “Creating space for intergenerational dialogue is not just valuable, it is vital. If we want to build a future-facing and progressive industry, we need to break down assumptions, open up perspectives and work together to shape what comes next.”

We also spoke to micebook’s Shadow Board representative Elissa Wilson, who stated “Having physical air time with so many agency leaders in one room was hugely beneficial. Conversations flowed freely, ideas bounced around and it felt that everyone could have just kept talking! As a young person in the industry, it is events such as this that leave me feeling inspired and hungry to develop and grow.”

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