PI Live 2025 Recap: Real Conversations, Campaign Recognition, and the Value of Showing Up

We recap our time at PI Live 2025. Awards, insights, and conversations that reinforced the power of relationships in affiliate and performance marketing.

PI LIVE Europe returned to Old Billingsgate this October, bringing together the affiliate marketing and performance marketing industry for two days of meetings, discussions and momentum building ahead of Q4.

For Gen3, it was another year on the floor, this time from a new stand location which quickly proved to be a smart move.

“Despite any misgivings about the shift, the location was excellent,” said Bruce Clayton, SVP. “We had great visibility and non‑stop conversations. It was also encouraging to hear unprompted feedback on how approachable and helpful people find our team.”

New awards and recognition.

The week began with the Global Performance Marketing Awards, where Gen3 campaigns were recognised in two competitive categories:

• Best DTC Campaign for Lancôme Canada (Silver)
• Best Brand Awareness Campaign for Cuisinart (Bronze)

We congratulate all the winners and finalists in what proved to be a welcome moment to reflect on the work carried out across the industry.

Gen3 EVP Paresh Vadavia was also named to Hello Partner’s 2025 Hero 100 list, a recognition of his two decades of work building relationships and influence in affiliate and performance marketing leadership. While he wasn’t in London to celebrate in person, the team raised a glass in his honour.

Growing through relationships.

Across two days, the Gen3 team held countless meetings with clients, networks and publishers. From scheduled check‑ins to chance conversations, the team came away with plenty to build on.

“The volume and quality of conversations this year have been outstanding,” said Greg Baines, SVP. “Whether it was AI, APMA insights or integrated strategies, we’ve come back with a lot to follow up on.”

Sessions on topics like attribution, retention, cookie‑less journeys, and clickless affiliation tools reflected where the market is headed. But the message from Gen3 was consistent:

Tools matter, but relationships still do the heavy lifting.

“The most insightful talks for me were around attribution,” said Mikey Williams, Associate Director, “but my biggest takeaway was that even with the rise of AI, face‑to‑face networking remains vital.”

For the Gen3 team, PI LIVE offered more than just a chance to meet, it was a space to strengthen existing partnerships, explore new ones and pick up relevant insights to take back to clients.

“A personal highlight was finally being able to put faces to names after months of emails,” said Ellie Inman, Associate Director. “With a portfolio that spans multiple verticals, events like PI LIVE are essential to connect with niche publishers and spark new ideas.”

There were also relevant take‑aways from sessions that aligned with internal work already happening at Gen3. “I made time for the ‘Fifty Shades of Risks’ panel,” Inman added. “It tied in closely with our sub‑network initiatives and some of the training we’ve been leading internally, definitely time well spent.”

It was very clear: events like PI LIVE provide a chance to step back, learn from the best, and align on what’s next. As Alan Holder, Director, noted: “We can’t rely on one source of truth anymore, attribution needs a blend of datasets to really capture the full story.”

The days were full, but time outside of meetings mattered too. “No event would be complete without a bit of team time,” Inman noted. “From our mid‑week meal to long travel hours together, these moments strengthen how we work and remind us to enjoy it along the way.”

With PI Live 2025 behind us, we look forward to what lies ahead.

As Gen3 heads into Q4, the conversations started in London will carry forward into partner activity, client campaigns across regions and verticals, and our affiliate marketing strategy.

If we didn’t get a chance to chat and you’re interested in exploring how an affiliate agency can help deliver on your strategy, we’d love to talk.

More News & Events