Terry states that corporate event departments are increasingly being integrated into internal communications and marketing teams.
Top Banana reports that approximately 35% of its events are now being booked through internal communications departments, compared to 24% two years ago.
"Increasingly, an event is being seen as part of a cross-platform communications plan for a company and therefore its execution is often down to marketing or internal communications departments," states Terry.
The research carried out by the agency also found that the majority of decisions to hold an event are made at CEO level.
Terry added: "Corporate leadership teams realise that events are the most effective way to deliver a message, but agencies that can be trusted advisors and act effectively as an outsourced internal communications department will reap the benefits in the coming years."