a21's European Gambit: Tapping a '50 Best' Veteran to Conquer a New Market

MIAMI, FL – November 26, 2025 – In a move that signals a significant strategic shift for the American events industry, experiential marketing agency a21 has officially planted its flag in Europe, establishing a London office to spearhead a continental expansion. The announcement, however, was less about the new address and more about the name chosen to lead it: William Drew, the former Director of Content and long-time public face of The World's 50 Best brands. This appointment is a clear statement of intent, transforming a geographic expansion into a calculated play for influence in Europe's most lucrative and competitive cultural markets.

Founded in 2006, a21 has built a formidable reputation in the United States by producing massive, culturally resonant events like the Food Network South Beach & New York City Wine & Food Festivals. The agency's model—blending celebrity, community, and commerce into high-impact live experiences—has proven immensely successful stateside. Now, it aims to translate that success across the Atlantic, entering a market that is not only vast but also rapidly evolving. The decision to hire Drew is the linchpin of this strategy, providing the US-based firm with immediate credibility and an unparalleled network in the very sectors it aims to dominate.

A Calculated Entry into a Booming Market

a21 is not stepping into a nascent market; it is entering a juggernaut. The European events and experiential marketing sector was valued at over $31 billion in 2020 and is on a steep upward trajectory, projected to exceed $123 billion by 2030, growing at a compound annual rate of nearly 9%. This growth is fueled by a fundamental shift in how brands connect with consumers. Traditional advertising is yielding to immersive, in-person activations, with over 84% of brands reporting increased experiential budgets in the past year alone.

This landscape is driven by evolving consumer expectations, particularly among Millennials and Gen Z, who now constitute the majority of the global workforce and show a demonstrably higher response to immersive brand engagement. The trend is toward hyper-personalization, sustainability, and the integration of technology like augmented reality and AI to create unforgettable moments. Europe, which accounts for roughly 30% of the global experiential market, is a hotbed for this innovation. However, it is also a fiercely competitive arena. Global giants like Omnicom Group and Publicis Experiences hold significant market share, alongside a host of powerful regional agencies in key markets like Germany, France, and the UK.

For a new entrant, even one with a21's track record, breaking through requires more than just a proven model. It demands a unique value proposition and an insider's understanding of the nuanced European cultural and business landscape. This is precisely where the strategic weight of the William Drew appointment becomes clear.

The 'William Drew Effect': A Bet on Influence and Expertise

Appointing William Drew as Managing Director and Vice President is far more than a standard executive hire; it's a strategic acquisition of influence. For over a decade, Drew was instrumental in transforming The World's 50 Best from a niche restaurant list into a global cultural phenomenon encompassing bars, hotels, and vineyards. He wasn't just overseeing content; he was the architect of a brand synonymous with taste, discovery, and excellence. His role made him one of the most connected individuals in the global culinary and hospitality industries.

Brett Friedman, Founder and CEO of a21, alluded to this personal connection and respect in the company's announcement. "Having worked with Will to stage The World's 50 Best Restaurants in NYC in 2016, it became evident to me how special, revered, and kind he is," Friedman stated. "Words cannot express my enthusiasm at having Will join the a21 family and lead our international team."

Drew's background as a journalist and editor provides an editorial rigor that aligns perfectly with a21's emphasis on storytelling. He understands how to build a narrative, create a sense of occasion, and engage a discerning global audience. His experience isn't just in content, but in the complex logistics and high-stakes communication of world-class live events. This dual expertise—in both narrative creation and event execution—makes him uniquely qualified to translate a21's American-style festival prowess for a European audience that values authenticity and cultural depth.

"Joining a21 feels like a natural fit," Drew commented. "The agency has a reputation for creating experiences that merge culture and community, primarily around food and drink, in meaningful ways. I'm excited to help expand that vision across Europe—connecting brands with audiences through stories and moments that matter."

Beyond the Festival: The 'Culture-First' Competitive Edge

a21's stated 'culture-first ethos' is its intended differentiator in the crowded European market. Rather than simply executing brand activations, the agency focuses on building events that become cultural fixtures in their own right. This approach is particularly well-suited for the European market, where luxury, food, and art are deeply interwoven with heritage and lifestyle.

The potential client list writes itself. European luxury conglomerates like LVMH and Kering are increasingly investing in experiential marketing, from immersive pop-up installations for brands like Dior and Loewe to sponsoring major art fairs like Art Basel and Frieze. These brands understand that modern luxury is sold not through products alone, but through experiences and cultural association. An agency that can credibly build and execute these moments is an invaluable partner.

With Drew at the helm, a21 is perfectly positioned to target the continent's premier culinary and beverage institutions. Imagine a21 producing large-scale events for major European food festivals, or creating bespoke experiences for high-end hotel groups and restaurant associations. Drew's name opens doors in these circles that would otherwise take a foreign agency years to pry open. The strategy appears to be one of leveraging this specialized expertise to capture a high-value niche, rather than competing head-on with generalist agencies across all sectors.

This targeted approach allows a21 to align its core competencies with the most powerful trends in the market. By focusing on authentic, community-driven experiences in the food, art, and lifestyle spaces, the agency can deliver the very thing European consumers and the brands courting them crave most: meaningful connection.