5 RFP trends to consider when choosing a corporate event agency

Corporate event teams are increasingly using request for proposals (RFP) to evaluate long-term agency partners across their event portfolios, not just one-time event support, to create consistency across multiple events, regions and audiences. 

The most important RFP trends today focus on relationship longevity, scalability, cost transparency, budget control and event risk management. 

Asking the right questions in these areas helps event marketers select an event management agency that can protect budgets, support growth and deliver consistent experiences. 

As an event strategist, I’ve noted a few trending topics with specific RFP language you can use, plus suggestions for how to assess potential agency partners.

1. RFP trend: Looking for a corporate event partner invested in relationships

Client tenure is one of the best indicators of trust. Time and time again, we hear that determining agency fit depends a lot on the people you’ll work with. The likability, culture fit and personality of team members factors into the buying decision.  

Ask: What do your longest-tenured clients say is the top reason they retain your services? 

A standout event management agency is an extension of your team. They adapt people and processes to meet clients where they are as programs and needs evolve. A strong partner will take real ownership of event goals, bring honest guidance and always find a way forward.  

Our customer engagement team often references six pillars of trust for building loyalty: Dependability, transparency, integrity, customer-first attitude, responsiveness and relevance. 

These cross over into how ITA Group cares for our own client relationships through our corporate values: 

• Act like owners
• Solve problems
• Be authentic
• Serve others
• Have fun

We take our values seriously and our longest-standing client (more than 35 years) can attest to that.

2. RFP trend: Seeking a corporate event agency set up to scale 

Corporate events are growth engines for organizations. But you don’t want to feel growing pains as your portfolio expands and becomes more complex and global. You need a partnership that feels steady, organized and oriented to support your success from day one through year 10 and beyond. 

Ask: How many clients of a similar size and scope have you supported? Please share examples, if possible. 

The right event management agency should be able to scale alongside your organization while maintaining brand consistency, governance and operational efficiency. 

When portfolio complexity increases, disconnected teams and processes create risk. Look for agencies that can establish shared frameworks, centralized reporting and consistent attendee experiences across events. 

ITA Group assigns a lead Event Account Director who ensures consistency globally across programs and addresses potential gaps before they become problems. They make sure program-focused teams operate under a shared event framework, so everything is cohesive and distinctly on-brand.   

Related: Activating a continuous engagement cycle advances business goals year over year

3. RFP trend: Getting serious about event agency cost transparency

Operational costs can significantly impact your event budget. Ethical partners proactively call out cost types that may sit outside a standard budget rollup so there are no surprise bills.  

Ask: Please identify any costs, markups or pass-through charges that are not visible in your standard budget. 

The strongest event management partners proactively point out potential cost exposures before they become issues. Hidden fees may technically be disclosed in contracts, but trustworthy partners make them visible during the RFP process. 

Pay attention to financially impactful “fine print.” For example: 

• Supplier costs can look straightforward until you dive into the details. Many agreements are built around net program costs plus their own administration and management structure. Some contracts also explicitly exclude gratuities, service charges and taxes unless required by law; those become separate pass-through lines. 
• International programs add another layer. Contracts may also require payments in local currency, and banking or wire transfer fees are sometimes pushed to the client as a pass-through.  
• Plan changes late in the timeline (reduced travel director days, date shifts or program relocation) can result in non-recoverable third-party costs such as hotel, air, visas, etc. that are billed as actuals. A strong partner minimizes these, but they can’t always be eliminated. 

Related: Pricing and conditions provisions protect budgets and ensure a positive attendee experience

4. RFP trend: Watching out for corporate event planning budget creep

Event marketers don't have time to deal with the financial headaches associated with over-budget events. Disciplined budget management prevents overruns and the tough conversations that follow.  

Ask: Describe how you prevent budget creep throughout planning and how you handle scope change authorization. 

Look beyond budgeting tools and reporting dashboards. The most effective event management agencies have clearly defined processes for flagging potential overruns, managing scope changes and facilitating budget conversations before costs become problems. 

Establishing an agreed-upon budget variance threshold is one tactic that gives both sides a clear line between routine fluctuation and changes that require formal review.  

Otherwise, a trustworthy event management partner will review any variances collaboratively before moving forward. 

Related: Maximizing event planning budgets requires re-thinking your event planning cycle.

5. RFP trend: Prioritizing event agency risk management capabilities

Attendee safety and security should top the list of event priorities. Too few organizations ask enough in-depth questions about their prospective event management agency’s capabilities and experience. A full-service provider operates from a comprehensive risk management playbook.  

Ask: How do you assess and monitor destination risk from contracting through on-site execution? 

Look for a partner that conducts risk assessments at the time of contract, then again around 90 days and 30 days before program operation as standard practice.  

ITA Group partners with a global security agency that provides real-time, on-the-ground intelligence. We’ve found this level of support is essential for monitoring threats.  

We’ve also invested heavily in supplier relationships and involve partners (hotel, destination management company, transportation management and activity hosts etc.) in risk mitigation alongside the planning and experience team. Everyone on the event team understands their role and undertakes associated responsibilities.  

Related: Expert risk mitigation advice for large corporate events

Why more corporate event teams are issuing portfolio RFPs

Securing centralized agency support brings cross-capability benefits. A strong partner provides consistency, efficiency, savings and data intelligence. Ideally, they’re also enjoyable to work with.  

Your RFP should help you evaluate full-service agencies across a variety of capabilities: 

✓ Event strategy 

✓ Creative and communications 

✓ Event management and on-site support

✓ Sponsorship management

✓ Event production and registration

✓ Destination selection

✓ Risk management

✓ Event analytics

Those benefits are amplified when event strategy evolves from one-offs to a cyclical framework. However, awarding your entire events calendar to an event management agency that’s merely “mid” compromises your brand’s reputation. 

Find resources to assess corporate event risk management protocols in this RFP guide.