Primary

Primary is a proudly independent live events agency proving that impact is not defined by size. Based in the Midlands and operating with a core team of just 12, we deliver large-scale experiences for some of the world’s most recognised brands while maintaining the agility, accountability, and personal service that sets us apart.

The past 16 months have been a record-breaking period for the agency. We delivered 75 projects, achieved +58% like-for-like growth against a 25% target, and increased sales by 96% to £5.1m. Gross margin grew by 84% to £1.6m, net margin increased by 94.6%, and our largest client account grew by 153%. This growth has been driven by long-term client partnerships, service expansion within existing accounts, and strategic new business wins.

Our success is underpinned by deliberate investment in business development, brand positioning, operational excellence, talent, and culture. A people-first approach has resulted in three internal promotions, two strategic new hires, and a 25% increase in freelance engagement.

Beyond our business, we actively support our local community through grassroots sport sponsorship, educational outreach and health initiatives.

Quality, sustainability and accountability remain central to our operations. During the period, we achieved ISO 20121 Sustainable Event Management accreditation, adding to our three existing ISO certifications.

Our work continues to deliver exceptional results for clients. Highlights include the national launch of Siemens Mobility’s Goole Rail Village, a high-profile event supporting one of the UK’s most significant rail infrastructure programmes, and the prestigious BREEAM Awards at The Peninsula London, celebrating global excellence in sustainability.

We combine the capability of a much larger agency with the responsiveness of a specialist independent business. Through consistent delivery, strong client relationships and a commitment to exceeding expectations, we continue to demonstrate what a vibrant, high-performing events agency can achieve.