Beyond the buzz: Why future-focused events leave the strongest legacy
Too often, events are designed to dazzle in the moment and disappear by Monday. But the smartest agencies are shifting their mindset, building experiences with long-term impact in mind. Janet Dodd, Chief Strategy Officer at Identity, says that in an age of sceptical audiences and short attention spans, legacy is the most powerful metric of all.
Legacy isn’t a word you hear often in creative brainstorms. It lacks the instant gratification of “immersive”, the buzz of “disruptive” or the dazzle of “viral”. But when it comes to strategic event planning, legacy is where the real value lies.
As agencies, we’ve spent years perfecting the art of the moment: lights up, hearts racing, photos snapping. But increasingly, our clients – and their audiences – are demanding more. More meaning, more depth, and more relevance that stretches beyond the final day of the event. This is where future-building comes in.
The future-building mindset
Future-building is about seeing each event not as an end in itself, but as a catalyst. Whether we’re launching a new product, hosting a global summit or engaging the public with policy, the real challenge is what happens after the applause. What change has been sparked? What conversations are continuing? What behaviours have shifted?
This shift in mindset requires agencies to think beyond attendance figures and social media impressions. Of course, those metrics still matter. But increasingly, we must ask: what legacy will this event leave behind?
Embedding long-term value
For government clients, the answer might lie in policy understanding, behaviour change, or civic engagement. For brands, it could be customer loyalty, deeper connection to purpose, or sustainable impact. In all cases, the objective is the same: to embed long-term value into short-term experiences.
We’ve seen this in action across major global events. COP summits don’t just exist for photo ops, they are platforms for shaping climate policy and collaboration. Olympic Games legacies stretch far beyond sport, revitalising cities and economies. Even at a smaller scale, trade shows and conferences are evolving, not just networking opportunities, but incubators for innovation, investment and ideas.
Designing for legacy
So how can agencies build with legacy in mind?
It starts at briefing stage. Ask the client what success looks like not just on the day, but one year later. Align KPIs with long-term outcomes. Integrate storytelling that sticks. Build campaigns that extend across channels, communities and timeframes. Consider how the event experience lives on; through content, partnerships, behaviours or policy.
This is not about sacrificing creativity. It’s about harnessing creativity to deliver something that lasts. Memorable moments, yes, but also measurable change.
Purposeful, not performative
And while the language of legacy might feel more familiar to public sector projects, it’s increasingly relevant to brands too. In a world of fleeting attention and growing scepticism, people respond to authenticity and ambition. They want to see that experiences are not just performative, but purposeful.
The next chapter for agencies
Ultimately, the role of agencies is evolving. We’re not just creators of experiences, we’re architects of impact. Our job is to help clients look beyond the stage, the screen, the set piece, and ask: what are we leaving behind?
That’s the future of events. Not just being seen, but building something that matters.
