By Max Fellows, Founder of allpoints
March delivered another wave of strategic M&A’s across the events, experiential and live production industry. While each transaction serves a different purpose, a clear pattern continues to emerge, agencies and experience-led businesses are scaling internationally, deepening specialist capabilities and integrating creative, technical and sector expertise to stay competitive in a complex market. Below are several M&A’s from March that highlight where the industry continues to evolve.
Identity Expands Global Footprint with Acquisition of EPG I Event Planning Group – Australia / Global M&A
Deal: Brand experience group Identity has acquired Australian agency EPG (Events Production Group), marking a significant step in its global expansion strategy.
EPG is a well-established experiential and event production agency operating across Australia and Asia-Pacific. The acquisition provides Identity with an immediate presence in the region while strengthening its ability to deliver global programmes for international clients.
Why does it matter? For experiential agencies serving global brands, geographic reach is becoming increasingly important. By entering the APAC market through acquisition rather than organic growth, Identity accelerates its international footprint while maintaining local expertise and delivery capability. The move reflects a broader trend where experience-led agencies are building truly global delivery networks to support multinational client programmes.
Identity Acquires Coda Healthcare Communications to Launch IdentityCoda – Global M&A
Deal: Identity has acquired specialist healthcare communications agency Coda Healthcare Communications, launching a new division called IdentityCoda focused on compliant global healthcare events.
The new division combines Identity’s international event infrastructure and creative capabilities with Coda’s expertise in science-led communications and healthcare programmes. The offering will support pharmaceutical clients with congress programmes, advisory boards, exhibitions and hybrid healthcare events across global markets.
Why does it matter? Healthcare events represent one of the most complex sectors in live experiences, requiring strict regulatory compliance alongside effective engagement and scientific storytelling. By combining Coda’s specialist expertise with Identity’s global infrastructure, the new division reflects increasing demand for partners capable of balancing creativity with compliance in regulated industries.
The Event Concept Group Acquires Ivory Worldwide to Expand Global Brand Experience Capability – Global M&A
Deal: The EC Group has acquired experiential agency Ivory Worldwide, bringing together two agencies with complementary strengths across creative strategy, brand experience and live programme delivery.
The acquisition combines Ivory’s expertise in B2B brand experience and marketing with Event Concept’s long-standing reputation for creative production and technical delivery. The expanded group will support global brands including Intuit, Canva, Twilio, Hewlett Packard Enterprise, The Coca-Cola Company, HP Inc. and Airbus Aircraft. With teams across the UK, Europe and the US, the combined organisation is positioned to deliver complex multi-market brand experience programmes for global clients.
Why does it matter? This move reflects a broader shift across the experiential sector where agencies are building integrated capability across strategy, creativity, production and delivery. As brand experience programmes become more global and complex, agencies with the infrastructure to deliver across markets are increasingly well positioned to support multinational clients.
FCM Meetings & Events & Events Acquires The fresh Group to Strengthen Global Experiential Capability – Global M&A
Deal: The fresh Group has been acquired by FCM Meetings & Events, marking a significant step for both organisations as they expand their global meetings, events and experiential offering.
The acquisition brings The fresh Group’s creative brand experience expertise into the wider FCM Meetings & Events network, combining fresh’s creative strategy and production capabilities with FCM’s global meetings and event infrastructure. The integration will allow the combined organisation to deliver end-to-end programmes supported by global delivery, technology platforms and scalable event services.
Why does it matter? This deal highlights a growing trend where independent creative agencies are joining larger global networks to scale their reach while maintaining their creative identity. As clients increasingly look for partners capable of delivering strategy, creativity and execution across multiple markets, integrations like this allow agencies to amplify their capabilities while benefiting from the infrastructure, technology and global footprint of established networks.
TAIT Acquires Silent House Group to Integrate Creative and Technical Live Production – Global M&A
Deal: Global live experience company TAIT has acquired Silent House Group, the Emmy Award-winning creative production studio known for delivering major touring, broadcast and experiential productions.
The acquisition brings together TAIT’s staging, automation and technical infrastructure with Silent House’s creative direction and large-scale production expertise. The combined organisation will support touring productions, broadcast events and experiential activations worldwide.
Why does it matter? The live experience sector is increasingly moving toward vertically integrated production models where creative concept, technical design and execution sit within a single ecosystem. By combining technical infrastructure with creative production leadership, the TAIT and Silent House partnership strengthens its ability to deliver large-scale global productions more efficiently while maintaining artistic vision.
Havas Acquires EYESIGHT Fashion & Luxury to Strengthen Luxury and Event Production Capabilities – Global M&A
Deal: Havas has acquired experiential and production agency Eyesight as part of its strategy to strengthen luxury brand experiences and event production capabilities.
Eyesight brings expertise in premium brand environments, luxury events and high-end production services. The acquisition enhances Havas’ ability to deliver experiential programmes within luxury and lifestyle sectors.
Why does it matter? Luxury brands continue to invest heavily in experiential marketing as a way to differentiate themselves in an increasingly competitive market. For global networks like Havas, adding specialist production expertise allows them to offer more integrated creative and experiential services while strengthening their position within high-value client sectors.
Pinnacle Expands Experiential Marketing Capability with INNOV8 INC Acquisition – USA M&A
Deal: Pinnacle Live has acquired experiential marketing agency Innov8, expanding its offering across brand experiences and live engagement.
Innov8 brings strong creative and experiential marketing expertise, allowing Pinnacle to broaden its ability to deliver immersive brand experiences alongside its established event production and venue services.
Why does it matter? This deal reflects a wider trend where production, venue and technical service companies are expanding into creative experiential marketing. By combining production infrastructure with brand experience strategy, companies like Pinnacle are positioning themselves as end-to-end experience partners rather than purely operational suppliers.
Bending Spoons Acquires Eventbrite – Global M&A
Deal: Technology company Bending Spoons has acquired event platform Eventbrite, taking the business private in a deal valued at approximately $500 million.
Eventbrite operates in more than 180 countries and has long been a major platform for independent event organisers, offering ticketing, event discovery and audience management tools.
Why does it matter? This acquisition highlights continued investor confidence in event technology infrastructure. As the live events sector continues to recover and evolve, digital platforms that support discovery, ticketing and audience engagement remain critical components of the industry ecosystem. The move also signals a growing convergence between technology platforms and the live experience economy.
Final M&A Thoughts
This month’s M&A’s highlight three key themes shaping the future of the industry. First, global expansion continues to accelerate, with agencies using acquisitions to rapidly enter new markets and serve international clients more effectively. Second, specialisation is becoming increasingly valuable, particularly in sectors such as healthcare communications and luxury brand experiences where expertise and regulatory understanding are essential. Third, integration across creative, technical and experiential capabilities is becoming a defining competitive advantage. Whether through vertical integration in live production or expanded experiential marketing services, companies are building broader ecosystems that bring strategy, creativity and delivery together.
Taken together, these transactions reinforce that the industry remains strategically active and confident. As we move further into 2026, expect continued consolidation as organisations look to scale globally, deepen specialist expertise and deliver more integrated experience platforms.