As experiential agencies scramble to find a way to make sense of all of the current postponements and cancelations’ mayhem, we can only stop and think of how we found ourselves in the current predicament and if we could have been better prepared.
Prior to the global Covid-19 pandemic, the “events / experiential” industry was poised to grow at a CAGR of 10.3% to reach $2,330 billion by 2026 (https://www.alliedmarketresearch.com/events-industry-market), and zero forecast of it coming to a complete halt. The avalanche started with the cancelation of the Global World Mobile Congress that was taking place in Barcelona, in February 2020 as the situation started developing and concerns risin
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