During our 2025 It List application process (congratulations to the 100 agencies selected this year), we fielded annual Event Agency Business Outlook research for 2026, and unsurprisingly, the impacts of tariffs are top of mind for agency leaders heading into this next year. In fact, transportation and shipping accounted for the largest projected cost increases for 2026, rising from third to first place YOY. Some respondents said they are preparing clients for material cost increases of 10-25 percent in 2026 as a result of tariffs. Look out for our full report this summer.

Some interesting responses to U.S. policy from our colleagues to the north, however. Ontario-based Influence Marketing agency launched the Keep it Canadian Fridge program on Canada Day, July 1, at the Toronto Blue Jays game as they took on the New York Yankees. The agency sampled the Clearly Canadian beverage line, and plans to deploy more than 50 of these red sampling fridges across Toronto, Calgary, Edmonton and Vancouver throughout this summer. This turnkey program is open to food, beverage, alcohol and grocery brands looking to participate in the "Keep it Canadian" movement.

From red tape to a red fridge, enjoy the issue.

 –Rachel Boucher, Head of Content, Event Marketer
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