Top 5 Global Exhibitions in Germany – Second Half of 2025

---

Following our previous exploration of Germany’s top exhibitions in the first half of 2025, we now turn our attention to the major events happening in the latter half of the year. Germany continues to lead the world in innovation, offering global platforms for industries ranging from gaming and home appliances to mobility, food, and healthcare. These exhibitions showcase cutting-edge advancements and foster collaboration among industry leaders, providing invaluable opportunities for participants and visitors alike. Let’s dive into the highlights of Germany’s top exhibitions for the second half of 2025.

Previous Content: Top 5 Global Exhibitions in Germany

---

1. Gamescom:
The Biggest Gaming Convention in the World

• Location: Koelnmesse
• Dates: August 20–24, 2025
• Frequency: Annual
• Type: B2C
• Attendance (2024): 335,000 attendees from 120 countries

Gamescom, held annually in Cologne, is the world’s largest gaming convention. It serves as a premier destination for gaming enthusiasts, developers, and publishers to experience the latest in video games, virtual reality, and gaming technology.

A Global Platform for Gamers

Since its debut in Cologne in 2009, Gamescom has evolved into the definitive event for the gaming industry, replacing the former Games Convention in Leipzig. Organized by the association of the German games industry and Koelnmesse, the event attracts over 1,000 exhibitors and 335,000 attendees annually. Gamescom uniquely combines a business zone for industry networking with an entertainment zone where fans can playtest the latest games.

Explore our portfolio: Gamescom BMW

---

2. IFA Berlin:
The Global Stage for Consumer Electronics

• Location: Messe Berlin
• Dates: September 5–9, 2025
• Frequency: Annual
• Type: B2C
• Attendance (2024): 215,000 attendees from 138 countries

IFA Berlin is the world’s leading consumer electronics exhibition, offering a glimpse into the future of smart appliances, home automation, and wearable technologies.

A Legacy of Innovation

IFA, short for Internationale Funkausstellung, originally meant “International Radio Exhibition,” reflecting its early focus on wireless communication and radio technology. Since its debut in 1924, IFA has stood at the forefront of technological evolution, serving as a platform for groundbreaking innovations.

One of the most notable moments in IFA’s history came in 1930 when renowned physicist Albert Einstein took the stage as a keynote speaker. His speech explored the transformative power of electromagnetic waves and radio technology, offering a visionary perspective on how science and communication could shape the future. This milestone solidified IFA’s role not just as a trade show, but as a hub for scientific and technological progress.

Throughout the decades, IFA has continued to be a launchpad for world-changing innovations. In the 1930s, it showcased the world’s first television broadcast equipment. By the 1980s, it introduced personal computers to a global audience. From its origins in radio to its expansion into television, computing, mobile devices, and smart home technology, IFA has consistently reflected and driven the evolution of consumer electronics.

Explore our IFA portfolio: 2024 IFA Midea

---

3. IAA: International Motor Show

1) IAA Mobility

• Location: Messe München
• Dates: September 9–14, 2025
• Frequency: Biennial
• Type: B2C
• Attendance (2023): 500,000 attendees from 110 countries

IAA Mobility in Munich is a pioneering exhibition redefining transportation with a focus on sustainability, smart mobility, and autonomous driving technologies.

Shaping the Future of Mobility

First held in 1897, IAA has evolved to encompass a comprehensive view of mobility solutions beyond traditional automobiles. With live demonstrations and immersive exhibits, IAA showcases innovations in electric vehicles, hydrogen technology, and urban mobility infrastructure. Attendees can witness firsthand how these advancements are transforming global transportation.

2) IAA Transportation

• Location: Hannover Messe (Messegelände, Hermes Allee, 30521 Hannover)
• Dates: September 15–20, 2026
• Frequency: Biennial
• Type: B2B
• Attendance (2024): 145,000 attendees from 116 countries

IAA Transportation is the world’s leading exhibition for commercial vehicles and logistics, showcasing innovations in trucks, buses, vans, and supply chain solutions. Originally part of IAA Mobility, it became an independent event in 1991 to address the growing needs of the transport and logistics industries. Held biennially at Hannover Messe, the exhibition brings together manufacturers, fleet operators, and industry leaders to explore advancements in sustainable mobility, automated driving, and smart logistics.

With a strong focus on electric and hydrogen-powered commercial vehicles, digital transformation, and efficiency in supply chains, IAA Transportation serves as a key platform for shaping the future of logistics and mobility. Through live demonstrations, expert discussions, and networking opportunities, the event continues to drive innovation and global collaboration in commercial transportation.

---

4. Anuga: The Food Industry’s Global Hub

• Location: Köln Messe
• Dates: October 4–8, 2025
• Frequency: Biennial
• Type: B2B
• Attendance (2023): 140,000 attendees from 200 countries

Anuga is the world’s largest food and beverage exhibition, serving as a vital platform for showcasing trends in sustainable food production, plant-based innovations, and smart packaging solutions.

10 Shows Under One Roof

Anuga’s unique structure divides the exhibition into 10 specialized trade shows, ranging from frozen food to organic products. This segmentation allows exhibitors and attendees to engage deeply with specific sectors while exploring cross-industry innovations.

---

5. Medica: Advancing Global Healthcare

• Location: Messe Düsseldorf
• Dates: November 17–20, 2025
• Frequency: Annual
• Type: B2B
• Attendance (2024): 80,000 attendees from 72 countries

Medica is the premier global exhibition for the medical device and healthcare industries, presenting cutting-edge advancements in diagnostics, surgical tools, and digital health solutions.

A Hub for Medical Innovation

Medica serves not only as a showcase for cutting-edge medical technology but also as a vital platform for knowledge exchange in the healthcare industry. Throughout the exhibition, various forums and conferences provide opportunities for industry leaders to discuss the latest research findings and technological advancements, shaping the future of medical innovation.

Key programs include the Medica Health IT Forum, which focuses on digital healthcare and medical data solutions, the Medica Tech Forum, which highlights new medical technologies and case studies of innovation, and the Medica Innovation Forum, which explores IoT-driven smart medical solutions and connected healthcare. These discussions foster collaboration between experts, researchers, and industry professionals, driving progress in global healthcare.

---

Germany: A Global Exhibition Powerhouse

Germany’s global exhibitions for the second half of 2025 highlight the country’s pivotal role in driving innovation and collaboration across diverse industries. From gaming and electronics to mobility and healthcare, these events provide a window into the future, offering unmatched opportunities to network, learn, and grow.

Each of these exhibitions offers unique insights and trends shaping their respective industries. In the coming updates, we will dive deeper into individual events, exploring their history, key highlights, and what makes them essential for professionals and businesses worldwide. Stay tuned for more in-depth coverage on these influential global exhibitions in Germany.

The Best Global Experiential Marketing Agencies in America

---

In recent years, the experiential marketing industry has seen substantial growth, especially as the world recovers from the impact of COVID-19. The pandemic brought significant challenges to global experiential marketing agencies, with the demand for offline events plummeting. However, as live experiences and exhibitions regain momentum, the market size for events is expanding rapidly, and agencies are once again thriving.

With this resurgence in mind, we’ve conducted a detailed analysis of five leading global experiential marketing agencies. Using our creative framework, we explore what sets each agency apart in this evolving market. Our goal is to provide insight into their unique approaches and what makes them successful in a post-COVID landscape.

How We Analyze

We conducted an in-depth analysis of five global experiential marketing agencies: GPJ, Jack Morton, Czarnowski, Sparks, and Eidetic Marketing. Each agency’s tone and style were assessed using the following methods:

1. Website Investigation – We reviewed their online presence, focusing on messaging.
2. Keyword Gathering – By collecting frequently mentioned words, themes, and specific language habits within each website, we identified distinctive traits that reveal the agency’s unique character.
3. Character Analysis – Here, we examined the brand personality conveyed through these distinctive traits, analyzing the overall impression each agency projects.
4. Jungian Archetype Identification – Finally, we assigned each agency a Jungian archetype to uncover deeper identity cues. Developed by psychologist Carl Jung, archetypes are roles or personalities that people recognize subconsciously. Similar to how we intuitively identify a “hero” or a “comic relief” character in movies or books, archetypes are universally recognizable roles that Jung categorized into 12 types. This step helped us capture the implicit roles and strengths each agency embodies.

GPJ(George P. Johnson)

• History

Founded in 1914, GPJ is one of the pioneers of experiential marketing, originating as a custom flag-making company before expanding into large-scale event marketing. Over the years, GPJ has grown to serve various global industries, including technology, automotive, and finance.

• Main Clients

IBM, Nissan, DP World, Honda

• Analysis

GPJ’s language emphasizes a deep understanding of complex issues, often using terms like “actionable,” which conveys a sense of authority and problem-solving capability. The central theme in much of their content is centered on learning, acquiring deep insights, and seeing beyond the immediate to grasp the bigger picture. This suggests they aim to position themselves as not only skilled executors but also as thought leaders with a level of wisdom that distinguishes them from competitors.

• Habit Words

“Learn” ∙ “Think” ∙ “Understand” ∙ “Deep” ∙ “Experience”

• Jungian Archetype Identification

Sage Archetype – GPJ embodies the Sage archetype, reflecting their reputation for expertise and thought leadership. Their language and positioning imply that they offer not only services but also valuable insights, suggesting that there is much to be learned from their approach.

---

Czarnowski

• History 

Founded in 1947, Czarnowski is a well-established exhibit and event marketing agency. Initially rooted in creating impactful trade show exhibits, Czarnowski has expanded to deliver comprehensive experiential marketing services, combining strategy, creativity, and production. They are known for working with some of the world’s most forward-thinking brands, with a strong focus on engineering and precision in their designs​.

• Main Clients

Mercedes-Benz, LG, Toyota

• Analysis

Czarnowski’s communication style is marked by bold, concise statements that project confidence and authority. Their tone often shifts from suggestive to commanding, reinforcing their position as experts in the field. A preference for numbers and exact language demonstrates a commitment to precision, while terms like “excellence” convey an image of sophistication and high standards.

• Habit Words

“Excellence” ∙ “Best” ∙ “Family”

• Jungian Archetype Identification

Ruler Archetype – Czarnowski aligns with the Ruler archetype, suggesting a company that values precision, high standards, and control over its brand reputation. This archetype reflects their commitment to delivering reliable, high-quality service that upholds their longstanding reputation.

---

Jack Morton

• History

Founded in 1939, Jack Morton is a global brand experience agency that has been a pioneer in experiential marketing for over 80 years. Headquartered in New York and part of the Interpublic Group, Jack Morton has continually evolved, focusing on creating immersive, impactful brand experiences. It was recently named Adweek’s 2023 Experiential Agency of the Year for its innovative approach to brand activations​.

• Main Clients

Meta, TikTok, Cadillac

• Analysis

Jack Morton’s communication style is high-energy, often emphasizing words like “extraordinary” and using action-driven language that conveys movement and impact. Their tone suggests motivation, discipline, and hard work, effectively mirroring the energy of clients in dynamic sectors such as sports and entertainment.

• Habit Words

“Inspire” ∙ “Impact” ∙ “Drive” ∙ “Deliver”

• Jungian Archetype Identification

Hero Archetype – Jack Morton embodies the Hero archetype, displaying a high-energy approach focused on inspiring and engaging audiences. Their brand persona suggests a company skilled at creating impactful experiences that captivate and energize crowds, making them ideal for clients seeking to make a powerful impression.

---

Sparks

• History 

Sparks, founded in 1919 and headquartered in Philadelphia, has a long history in creating immersive brand experiences. Known for its expertise in exhibits and brand activations, Sparks recently joined Freeman in 2023, further strengthening its presence in corporate events and experiential marketing.

​

• Main Clients 

Google, Netflix, Salesforce

• Analysis

Sparks’ communication style emphasizes emotional language and vivid descriptions, focusing heavily on creating meaningful connections and memorable experiences. Their tone often prioritizes people-centric language, highlighting the importance of bringing people together for shared experiences. This approach suggests a deeper understanding of human connection that goes beyond simple event execution.

• Habit Words

“Meaningful” ∙ “Beautiful” ∙ “Together”

• Jungian Archetype Identification

Lover Archetype Sparks embodies the Lover archetype, demonstrating high emotional intelligence and a commitment to fostering meaningful experiences. This archetype reflects a brand that values relationships and aims to connect with audiences on a deep, emotional level, making their events resonate personally.

---

Eidetic Marketing

• History 

Established in 2011 in California, Eidetic Marketing has become a notable player in the experiential marketing industry. The agency focuses on creativity and innovation, crafting culturally resonant brand experiences. Recently, they showcased their expertise as the master agency for Midea at IFA Berlin, managing a major global exhibition.

• Main Clients 

EA Sports, Samsung, Webzen, Tencent

• Our Analysis

Eidetic Marketing’s messaging centers on enlightenment, showcasing creative solutions that reveal new possibilities and inspire audiences. Their content emphasizes the power of transformation, using language that both captivates and informs. This positions Eidetic as more than just a service provider—they are creators of experiences that encourage people to see beyond the ordinary. By focusing on “enlightening,” they engage clients and audiences alike, turning each project into a moment that leaves a lasting impact and builds strong loyalty.

• Habit Words

“Enlighten” ∙ “Illuminate” ∙ “Discovery”

• Jungian Archetype Identification

Magician Archetype 

Magician brands want to make dreams come to life and create something special and informative. They want to bring the future to the present. The goal of this type is to help people transform their world, improving one’s life and making things exciting.

When it comes to the way customers feel, they tend to be mesmerized by the possibilities and promise that the brand has to offer. The Magician offers a story for customers. This insinuates a fascination, creating a strong following and loyalty from customers that makes them consistently come back for more. They have a sense of urgency to be a part of the “magic”.

Moments that Matter: The Power of Experiential Marketing

As we delved into the tone, style, and unique characteristics of these five leading experiential marketing agencies, a few key insights emerged. Each agency leverages its distinct strengths to forge deep, lasting connections with audiences. These companies remind us that experiential marketing is about more than just an event; it’s about crafting moments that resonate, inspire, and empower.

As the world evolves, brand loyalty increasingly depends on authentic, memorable experiences. Keeping this in mind, these agencies are leading the way forward. They reveal what’s possible when creativity and strategic insight unite. By understanding these archetypes and brand personas, we hope to bring deeper insights into how meaningful connections are made and ultimately inspire our own journey in the experiential space.