Beyond the summer lull: why now is the time to plan for Q4 and 2026

As brands wrap up H1, many fall into the trap of summer slowdown, only to panic-plan Q4 and the new year. Chris Fischer , Client Strategy Director at Identity, explains why June is the moment to shift gears and think ahead.

There’s a familiar rhythm in the world of brand events and experiential marketing. Q1 and Q2 come out swinging, with strategy meetings, creative briefings, and a packed events calendar that tends to culminate around June. Then, summer hits. Diaries get quieter, OOO replies become the norm, and everything starts to slow down.

But somewhere between August bank holidays and the first whiff of pumpkin spice, something happens. I call it the “oh sht” moment, when marketing teams suddenly realise they have unspent budget, unfulfilled KPIs, and a fast-approaching Q4. Or worse, they realise they haven’t started planning for the new year at all.

The result? A scramble. For venues, for partners, for ideas. Timelines shrink, expectations grow, and pressure builds; not ideal conditions for creativity, impact, or strategic thinking.

So, what if we flipped the script?

Instead of thinking of summer as a dead zone, treat June as your strategic pivot point. The perfect moment to get ahead on Q3/Q4… and even 2026.

Yes, the calendar might feel full now. But that’s exactly why looking ahead matters. Because Q4 is no longer a slow wind-down. It’s the final sprint. It’s when brands double down on messaging, rally teams, and close the year with intent. And it’s when smart planning can make a real difference.

The same applies to January. The best Q1 activations aren’t pulled together in December. They’re built on insight, creativity, and joined-up thinking, starting now.

Here, we’re already having conversations with clients about what their year-end needs to do, not just look like. Whether it’s launching internal campaigns with impact, hosting global leadership forums, or delivering a brand moment that kicks off 2026 with energy and purpose, those things don’t happen overnight. And they shouldn’t.

Planning ahead isn’t about rigidity, it’s about readiness.

It gives you time to shape a story, rather than just deliver an event. It lets you book the right venue, not the only one left. It opens more opportunity for sustainability, innovation, and measurement, because you’re not working to a compressed timeline.

So, as you move through June and look toward summer, take a moment. Not just to reflect on what you’ve done so far this year, but to ask: what comes next?

Because your Q4 and your 2026 deserve more than last-minute decisions. They deserve strategy, creativity, and space to breathe.

And if you’re ready to have that conversation, we’re already thinking ahead.

#Planning #Eventplanning #experience