References are the first thing you look at when choosing an agency, and also the easiest thing to fake — a well-produced portfolio can look convincing even when there isn't much repeat, proven work behind it. An agency reference is a record of one specific event, including the context it was built for — not just a photo gallery from the night. Without that context, a reference only proves that a celebration happened somewhere, not that the agency can handle your specific event.
Why photos alone prove nothing
A photograph captures the finished room and its atmosphere, not the work that led to it. A beautifully lit hall might have been the work of a rented set-design company, not the agency itself — and without a description of what the agency actually handled, there's no way to tell the difference. That's why it's worth looking for text alongside every reference: what the event's goal was, how many guests attended, what type of event it was, and what exactly the agency was responsible for. Our own portfolio deliberately includes that context, not just visuals — the Viessmann annual conference entry, for example, states the format and scale involved, not just how it looked on stage.
What to compare across agencies' portfolios
Similarity to your own event tells you far more than the total number of projects in a portfolio. An agency with a hundred references, none close in format or scale to your event, tells you less than one with ten references, three of which are nearly identical to what you're planning. When comparing, ask about three things at once: the type of event, the approximate guest count, and whether it was a one-off collaboration or a repeat client.
| Criterion | Why it matters | |---|---| | Format similarity (conference, gala, team building) | Experience doesn't transfer automatically between formats | | Similar event size | Coordinating for 50 guests and 500 guests are different disciplines | | A verifiable client | A company name you can check carries more weight than an anonymous reference | | Repeat work | A client who came back is a stronger signal than a one-off job | | Context, not just outcome, described | Shows whether the agency understood the brief, not just the production |
What it means when a reference is anonymous
A reference without a client name isn't automatically a problem, but it's a reason to ask why. Some companies require discretion, especially for internal events or sensitive product launches, and that's a legitimate reason. What matters is whether the agency can fill in the context verbally on request (event type, size, what it handled) or just shows the reference and can't say anything more about it.
How to verify a reference that catches your eye
If a specific reference matches your format and scale, ask the agency directly about the details a portfolio doesn't show — what changed during preparation versus the original plan, and how much the final budget differed from the first estimate. A specific, unhesitating answer is a better signal than any number of photographs.
Why it's worth comparing references against what an agency says in person
A reference on a website is a static document; how an agency talks about it in person reveals far more. When discussing a specific project, watch whether the agency can fluently explain why it chose that concept and what alternatives it considered and rejected. A team that actually delivered the project remembers those details — a team that's just presenting someone else's work, or never fully absorbed it, starts losing the thread once you ask about the details.
What the diversity of an agency's references tells you
References that look nearly identical across different clients, as if stamped from one template, are a signal that the agency offers the same solution to everyone regardless of the brief. References that differ sharply in dramaturgy and visual identity for a similar type of event, on the other hand, show that the agency genuinely builds a concept around the specific client rather than reselling a universal package with different colors applied.
How to use references when you're planning a completely new format
If you're planning a type of event the agency hasn't run before, don't look for an identical reference — look for related experience, such as a similar group size or a similarly complex logistics setup, even if the event type itself is different. Experience coordinating hundreds of guests at a conference partly carries over to a large team building event too, even though the two are formally different formats — what matters is similarity in scale and complexity, not the category label.
What to look for in references that cite specific numbers
A reference that states the guest count, the venue, and the event type is more verifiable than one described only in general terms. These specifics aren't there for decoration — they let you compare the reference directly against your own brief instead of relying on the impression left by photographs alone. If a reference doesn't include any of these numbers, that's a reason to ask for them directly when you talk to the agency.
Next step
Don't stop at the visuals when choosing an agency — look for references with context that match your event in both format and scale. Browse our portfolio or get in touch if you'd like to talk through which of our past projects come closest to what you're planning.