The hybrid profile that is redefining event agencies

# tags: Agencies , Events , Staff

In an increasingly complex, technology-driven and experience-oriented sector, event agencies are looking for professionals capable of combining creativity, strategic thinking and operational rigour.

Ana Simão from Expanding, Miguel Assis from Voqin’ and Tiago Tarracha from Nervo – three Portuguese event agencies – share how key skills and talent management challenges are evolving.

More than just organising: creating experiences that make an impact

“These days, being good at organising no longer sets anyone apart; fortunately, that’s now the bare minimum expected,” says Miguel Assis of Voqin’. “The difference lies in those who can create experiences that stay with people. And that requires much more than technical skills. It requires emotional intelligence, empathy and the ability to read the context.”

At Nervo, Tiago Tarracha highlights the growing value placed on “hybrid professionals”. Whilst, on the one hand, skills such as “rigorous planning, technical expertise, budget management, negotiation with suppliers and technological literacy” are essential in production, on the other hand, within creative teams, “strong conceptual thinking, storytelling ability, cultural awareness and a sensitivity to trends” stand out. Furthermore, Tiago Tarracha points out that “there is something that doesn’t always appear on CVs and which is absolutely essential: you have to genuinely love this”, since working in events means living with “adrenaline”, “intense pace” and “controlled unpredictability”, where the “I” only functions within a “we”.

Ana Simão

Ana Simão, from Expanding, highlights the balance between technical skills and the human dimension: “Today, rather than isolated skills, we value profiles that strike a balance between technical ability and personal maturity.” She adds: “Events are intense, ever-changing environments, and those who make a difference are those who maintain focus, empathy, a collaborative spirit and the ability to make decisions even under pressure.”

Sustainability, data and technology

New skills such as sustainability, cybersecurity, data management or impact assessment are no longer optional. “Today, it no longer makes sense to refer to these areas as ‘new’. They are simply part of the game,” argues Miguel Assis.

“Sustainability cannot be a symbolic gesture, data is not just for reporting, and technology cannot be used simply because it is possible.” According to the head of Voqin’, “the real value lies in the ability to integrate all of this intelligently into the experience, to use data to design more meaningful moments, to use technology to bring people together, and to ensure that every decision has a conscious impact”. With this in mind, the events agency is investing in innovation to design and personalise experiences.

For Tiago Tarracha, the shift is clear: “These áreas are no longer complementary; they have become structural.” He gives an example: “Sustainability, for instance, is no longer just a reputational consideration; it is a decision-making criterion.” On the subject of data, he adds: “The ability to translate experience into concrete metrics and actionable insights has become part of the value we deliver to brands.”

Cybersecurity is another critical area: “In an increasingly hybrid environment, with digital platforms, online registrations, participant data and technological integrations, information protection is a critical factor in building trust. It is not just a technical issue; it is a strategic responsibility,” says the CEO of Nervo.

Ana Simão also reinforces this idea that “new” skills are essential today. She highlights the direct impact on projects: “Sustainability, for example, is already part of the decision-making process from the concept phase, influencing technical, logistical and material choices” and “data management and impact assessment have become fundamental to measuring results and adding value for clients.”

Technology has taken on even greater importance with the rise of hybrid and digital events, notes the managing partner of Expanding, who emphasises that “even if not all professionals are specialists, awareness and literacy in these áreas are now indispensable.”

Balancing creativity, analysis and technology

In practice, striking a balance between creativity, analysis and technology has become a working model. “For us, this balance isn’t just an exercise – it’s a starting point,” explains Miguel Assis. “It all begins with a very simple question: what do we want people to feel?” From this question, “creativity gains direction, analysis brings clarity and technology allows us to scale and personalise.” Always with the aim of “creating experiences that make sense and leave a lasting impression.”

Miguel Assis

At Expanding, the answer lies in the multidisciplinary structure: “This balance stems from our internal multidisciplinary structure, which integrates production, architecture, engineering and design,” says Ana Simão. “Creativity always emerges aligned with clear objectives, underpinned by analysis, technical feasibility and rigorous control of execution,” explains the manager, emphasising that “technology comes in as a tool to enhance the experience and ensure efficiency.” The secret to the success of “producing creative, technically sound and well-executed events” lies in the collaborative work between the different departments.

At Nervo, they also start with a question, or a “strategic rationale”. “What role does the experience play in building the brand?” Based on the answers to this question, a creative concept is developed and the technological and operational aspects are considered. The process is collaborative: “Production, project management, creativity and technological thinking work side by side from the outset. There are no silos,” says Tiago Tarracha. Access to different skills within the group’s ecosystem – WYgroup – allows them to “think of an event not just as a physical moment, but as part of a broader communication ecosystem”.

Social media, branding, CRM, public relations, artificial intelligence and technological development are some of the group’s areas of expertise, which can be utilised across different projects.

Recruitment: more than just Cvs

When it comes to attracting talent, the three perspectives agree on the importance of attitude and mindset.

At Expanding, academic and professional backgrounds are valued, but, more than that, practical experience is emphasised: “The events sector is learnt primarily on the job.” Ana Simão notes: “Practical experience, the ability to adapt and the way each person reacts to day-to-day challenges tell us much more than a CV on its own.” And so, the most important factor in recruitment “is attitude: curiosity, motivation, and the desire to learn and grow within the team.”

“Rather than looking for perfect backgrounds, we look for ways of thinking,” says Miguel Assis. “We’re interested in understanding how someone takes a brief and turns it into an idea.”

At Nervo, “we value diverse backgrounds, because we believe that creative richness stems from a diversity of perspectives”, explains Tiago Tarracha. “Skills such as storytelling, user experience or data management aren’t assessed solely on the basis of a CV; they’re assessed by the way a person thinks”, explains Tiago Tarracha.

Tiago Tarracha

And whilst training and qualifications are relevant, there is one distinguishing criterion: “cultural and human capital”. “The races they run, the films they watch at the cinema, the plays they attend, the concerts they enjoy, the exhibitions they absorb, the causes they support. All of these are fundamental soft skills. They are points of reference. They are sensibilities. They are creative raw material.”

The talent challenge: finding and retaining

Finding talent remains one of the biggest challenges. “The hardest part is still finding the right balance in a single person,” admits Miguel Assis. “People who can be creative but also strategic, who can think but also execute, who have sensitivity but also rigour.”

Tiago Tarracha agrees: “The hardest skills to find are still the truly hybrid ones.” And he highlights the sector’s demands: “The events industry is demanding. It involves intensity, responsibility and a great capacity to adapt.”

At Expanding, the focus is also on retention: “Today, the challenge lies not only in attracting talent, but in developing it and keeping it motivated,” says Ana Simão. “In a sector as demanding as events, people stay when they feel they are developing and making an impact.”