Tiago de Castro Tarracha, Managing Partner at NERVO, part of WYgroup, discusses in this interview with Marketeer the agency’s expectations for the new year that has just begun, highlighting the importance of innovation, sustainability, and the strategic integration of emerging technologies, such as artificial intelligence, in its projects.

With a solid vision of market trends and the cultural impact of events, Tiago Tarracha reveals how his company is preparing to tackle the challenges of the sector while continuing to create impactful experiences and strengthen partnerships that drive creativity and growth.

With the beginning of 2025, what expectations does NERVO have for the evolution of the sector, and how is the team and its projects being prepared to respond to market dynamics?

We always believe that a new year brings new opportunities and possibilities for growth. On one hand, 2025 will be the continuation of projects that we are very proud of, which reflect the dedication and creativity of our team. On the other hand, we are excited about the new challenges and opportunities entrusted to us by our clients, and even new clients. We’ve never started a year with so many new and challenging pitches.

Since the post-pandemic period, we have experienced a positive evolution in the sector, both through the emergence of more innovative and differentiating formats, and – very importantly – through the growing appreciation of the relationship of respect and collaboration between client and agency.

At NERVO, the preparation to respond to market dynamics involves daily and continuous work with our team, clients, and, of course, our partners, who play a key role in the success of our projects. We are always focused on achieving better results, and beyond the commitment and dedication of each individual, we have been consistently investing in training, as we believe that individual development is essential for collective growth.

We are ready to make 2025 a year of new achievements and positive impact in the sector.

Artificial intelligence is increasingly becoming an accessible and widely used tool in the creative sector. How is NERVO integrating AI into its processes and projects?

AI has undoubtedly become an increasingly present tool in the creative sector, and at NERVO, we see this evolution as an ally, not a threat. We are integrating artificial intelligence strategically, using it as a support to enhance human creativity, not to replace it. In the last year, together with Lisbon Digital School, we held intensive training sessions in this area, with very interesting results.

In our internal processes, AI has been a helpful tool in stages such as research, organizing insights, and automating more repetitive tasks, freeing up time for the team to focus on what truly matters: original and impactful ideas.

At the project level, we are exploring tools that allow us to create visual simulations, generate initial creative concepts, and even personalize campaigns in a more agile and data-driven way. However, the human touch remains what defines NERVO’s DNA. AI is seen as a tool to expand possibilities, without compromising the authenticity and emotion we put into each project.

Our focus has been on balancing technological innovation with genuine creativity, always with the goal of delivering projects that surprise and create real connections with the audience.

In practice, how have AI tools been present in your projects and events?

We have integrated AI into our events and brand activations to create more engaging and personalized experiences, without losing focus on emotional impact. For example, we have used AI to generate dynamic and interactive visual content, such as projections that adapt to the audience in real time and custom filters for social media, making the experience more shareable and memorable. And shareable content continues to be important.

Additionally, we explore real-time personalization, such as gifts or messages generated uniquely from audience interactions – because when the experience feels tailor-made, the connection with the brand becomes much stronger.

However, from the perspective of those who manage projects and budgets daily, one of the most complex challenges we face is the balance between innovation and budget. These advanced tools don’t always fit within our clients’ financial realities, which forces us to be creative in resource management as well. We are constantly looking for balanced solutions, where technology enhances the experience without compromising the budget: after all, creativity doesn’t have to be expensive to be impactful.

What are the implications for NERVO and the sector given the uncertainties surrounding the future of Festival Sudoeste and Super Bock in 2025?

In addition to being two of the largest national festivals, Sudoeste and Super Bock Super Rock are true landmarks in the history of live music in Portugal. Sudoeste itself has gone through several phases and has managed to adapt to different generations and musical trends, and we believe that both festivals have everything to continue evolving, whether with new formats, renewed audiences, or even a return to their roots, while always keeping up with an increasingly demanding crowd.

For NERVO, these festivals are not just part of our portfolio – they are part of our history and the passion we have for event production. They are intense moments, full of challenges, but also incredible stories to tell. At Sudoeste, for example, we had the privilege of working for five consecutive editions and leaving our mark on projects like the renovation of the showers and the transformation of the secondary stage. It’s impossible not to keep an eye on what’s coming and feel some concern about the future.

The truth is that the festival sector has grown significantly. According to APORFEST, in 2016 there were 210 music festivals in Portugal, and by 2023, that number jumped to 309 – an increase of around 50% in less than a decade!

At NERVO, we have been closely following this evolution, both in how we present creative solutions for brand activations and in the communication visuals we develop for each event. In 2024 alone, we were present at 7 of the country’s largest festivals, with over ten brands and highly diversified approaches: from mobile activations, entrance arches, and VIP areas, to bar management, booths, and digital contests. All with the same purpose: putting the brand at the service of the public and creating memorable experiences.

Regardless of the challenges, we continue to believe that festivals are essential spaces for culture and connection, and we are ready to help build the future of this sector, with the creativity, energy, and nerve it deserves.

These festivals represent a significant part of the cultural calendar. What creative solutions or alternatives are being explored to fill this gap in the market?

These festivals are undoubtedly an essential part of the national cultural calendar and, unless proven otherwise, we believe they will continue to be present in the coming years.

The live music festival market, especially in the summer, is always extremely intense, with dates often overlapping. To give you an idea, on the weekend when Super Bock Super Rock traditionally takes place, the Meo Marés Vivas in Vila Nova de Gaia and the EA Live in Évora are already announced. Similarly, during the usual period of NOS Alive, AfroNation in Portimão also already has a scheduled date.

That is to say, (un)fortunately, there will be no shortage of alternatives for the audience. The offering remains diverse and full of amazing proposals – the challenge is to ensure that each event can maintain its identity and the cultural impact that sets it apart.

What do you consider to be the major market trends for 2025, especially in the areas of communication, events, and entertainment?

For 2025, I see three major trends, building on what we’ve already discussed:

1. Immersive Experiences with AI: The combination of artificial intelligence with immersive experiences will be a major highlight. More interactive and personalized events, using AI to create unique experiences and connect more directly with the audience.
2. Maximum Personalization: The audience is becoming increasingly demanding and expects something tailored specifically for them. Brands will need to connect in a more personal and emotional way, creating experiences that speak directly to each individual.
3. Sustainability: It is no longer a choice, it is a necessity. Sustainability will be at the heart of everything, with brands, events, agencies, and all production partners adopting more conscious and transparent practices.

Given that sustainability is a trend and a relevant topic across all sectors, how is NERVO incorporating sustainable practices into its work?

At NERVO, sustainability is a priority that we strive to integrate into everything we do, from the choice of materials to the way we manage our events and projects. It’s not just a trend, but a responsibility towards our impact on the world.

In each project, we work to reduce waste and choose more eco-friendly solutions. For example, we opt for reusable and recyclable materials in brand activations, and whenever possible, we try to reduce the use of plastics and disposable items. Additionally, we have invested in more efficient transportation and logistics practices to minimize the carbon footprint of our events. Is it easy? No, there are still big steps to take in the area of event material production. Have we evolved? We try every day.

Sustainability is also reflected in the way we choose and work with our partners. We strive to align ourselves with partners who share the same values and are committed to responsible practices.

Are there any changes in audience behavior or emerging technologies that are shaping your strategies for the upcoming year?

If new technologies have changed the way we work, they have also changed the behavior of audiences, who now demand richer, more personalized, and unique experiences. A simple show is no longer enough. Gone are the days when the most important thing at a music festival was just the music. Nowadays, the stage is a blend of music, video content, lighting, special effects, and, of course, interaction with the audience.

Today’s audience expects to be part of the experience, seeking something that engages them on a deeper level. From interactive activations to exclusive digital content, technology enables us to create unforgettable and authentic moments that go beyond the live performance. This has completely transformed the way we approach events, in a more integrated and multidimensional way.

Therefore, for the upcoming year, our strategies are strongly focused on using technology to create immersive and personalized experiences, whether at festivals, brand activations, or other projects. At the end of 2024, WYgroup – the holding company to which NERVO belongs – created a specialized team to follow these trends. And we cannot forget that, even with all the innovation, the human touch and authenticity remain what truly captivates and connects the audience.

Are there new standards or demands in the market that are influencing the planning of events and campaigns?

Our clients and the general public are becoming increasingly demanding, either due to the greater information they have or simply because of the growth the market is requiring. For example, nowadays, there is great concern about data protection and information security. A few years ago, we anticipated this demand, and WYgroup is at the forefront of information security management with ISO 27001 certification. It is the first Portuguese corporate communications group to be recognized by the international standard.

Therefore, for the upcoming year, our strategies are strongly focused on using technology to create immersive and personalized experiences, whether at festivals, brand activations, or other projects. At the end of 2024, WYgroup – the holding company to which NERVO belongs – created a specialized team to follow these trends. And we can’t forget that, even with all the innovation, the human touch and authenticity remain what truly captivates and connects the audience.

The secret is the soul of the business, but more than that, it is still early to communicate the partnerships we will have in 2025. However, we can share that we are working on very promising collaborations that will certainly drive our growth. These partnerships will bring new projects and clients, allowing us to further explore our creativity and achieve even more impactful results. Our focus for this year is to continue innovating, creating unforgettable experiences, and consolidating our presence in the market with solutions that make a difference for brands and the audience. No less important, we are always focused on the happiness of our team, which has allowed us to be in the top 20 companies of Happiness Works.

We are very excited about the possibilities and ready to make 2025, at the very least, an epic year.

Article written by Tiago de Castro Tarracha, Managing Partner of NERVO, originally published in the Marketeer magazine.