September: Between Chaos & Opportunity — Partnering for a Strong Finish By Kai Duggal, EVCOM Exec Director
September always arrives with its familiar mix of nostalgia, ambition and that electric “new term, new you” energy. We’ve just emerged from the long summer, and now our minds are on Q4. Only three months of real action lie ahead, with Christmas already peering round the corner.
So, how confident are we going into these next few months? Are we returning to something like a normal? Or is “unpredictability” simply the new normal — one we need to learn to live with and even thrive in?
The Global Whirlwind & National Pulse
Trump has been and gone and that whirlwind has created, well … a whirl of wind. There’s been talk of new agreements, deals, investments. If they materialise, that’s excellent news—not just for the big headline makers but hopefully for our members too, as benefits trickle down somewhere.
But the macro picture remains mixed:
- Inflation in the UK held at 3.8% in August 2025, nearly double the Bank of England’s 2% target.
- The services sector, which includes our film and live events members, saw its fastest growth in over a year in August: the S&P Global Services PMI rose to 54.2 (from 51.8 in July), driven by both domestic and export demand.
- Government borrowing in August hit £18 billion—a five-year high for that month. Across the financial year to date (April–August), borrowing totals have passed £83.8 billion, well above earlier forecasts.
- Labour market and earnings growth are cooling: regular earnings excluding bonuses rose about 4.8% year-on-year, but that’s a slowdown from earlier in 2025. Unemployment is steady around 4.7%.
So yes—costs are under pressure, clients are cautious, and yet activity in services is picking up pace.
Corporate Film & Live Events: Signs of Strength, Signs of Stress
Our members tell us two slightly different stories:
- Corporate Film: Commissioning cycles are slower, lead times are longer, and clients are more cautious about spend. But the work is still there—because in an era where AI can churn out content at speed, clients value curated storytelling more than ever. The human ability to connect audiences, express brand values, and tell stories with emotional depth is something technology can’t replicate.
- Live Events: Activity has been relentless. Clients are investing heavily in experiences that create real human connection. The technology revolution hasn’t reduced the need for in-person—it has increased its value. Hybrid and digital tools make live events more accessible and scalable, but the heartbeat of the industry remains face-to-face connection.
Across both film and events, what clients need is creativity underpinned by empathy: the ability to see the world through their lens, to understand budgetary pressures, KPIs, and the demand to prove ROI.
What We’re Doing — Pivoting from Observation to Partnership
Because data only tells half the story. What we do together—clients, creators, commissioners, agencies—matters even more in this environment. And this is where our strategy comes in.
- Bringing Members and Clients Together
We are working hard to bring more clients into the conversation with our members to increase the chances of positive business outcomes. Our London Live and Film Awards and Fellowship Awards events provide networking and business opportunities, and more personal networking and thought leadership sessions are designed to help work flow more quickly and transparently.
- Senior Leaders Event & AI
At our Senior Leaders gathering next week, our focus is once again on tech, with Nick Francis, CEO of Casual Films, leading a vital conversation on redefining the creative industry’s value in the age of AI and shrinking margins. Drawing on his article “The Value of Expertise: Picasso’s Napkin Sketch,” the session will explore value-based pricing, idea ownership, and how creative businesses can evolve to meet the moment.
- Next Gen: Re-Framed and Re-Energised
We’ve re-framed our Next Gen programme, and will be introducing you to the new cohort soon. They’re full of energy, excitement, and fresh ideas—ready to challenge established thinking and bring new creativity into corporate film and live events. Next Gen isn’t just about young talent; it’s about future-proofing our industry and ensuring clients can see a pipeline of new voices coming through.
- Talking and Sharing Pipelines
We encourage both members and clients to think flexibly about formats and budgets, to share pipeline insight, and to collaborate more openly on how to achieve impact with the resources available.
Why Partnership Matters More Than Ever
In times of unpredictability, partnership is the anchor:
- Clients face pressure to deliver impact on tighter budgets.
- Members need clarity on pipelines to keep talent and creativity flowing.
- Together, we can find the formats, ideas, and models that work in the real world.
Technology may be changing the “how,” but the “why” remains the same: trust, creativity, and human connection.
The Call Ahead
This term will be busy. But busy doesn’t have to mean stressed. With events designed to get members and clients doing business together, a Senior Leaders forum tackling AI head-on, and a re-energised Next Gen programme feeding in new talent—alongside the London Live and Film Awards and the Fellowship Awards—we have the tools to finish 2025 with momentum, not fatigue.
Unpredictability isn’t something to fear. It’s the environment we thrive in—when we do it together.