What Principal does

Principal. Global Events (legal entity: Principal Promotions Limited) is a London-headquartered B2B event management agency founded in 1995 that designs and delivers live, virtual, and hybrid corporate events for enterprise clients. The company serves technology, retail, cybersecurity, financial services, media, and hospitality verticals, with named customers including Stripe, CrowdStrike, Nutanix, Dell, Amazon, Hilton, Amway, and MailOnline. Over 30 years the firm has delivered more than 2,300 events across 48 countries for roughly 350 clients, operating with fewer than 49 employees from a Camden, London headquarters and a New York office.

The company operates six integrated service lines: Event Management, Event Production, Digital, Experiential Activations, Delegate Management, and Event Design & Styling. Principal does not operate a proprietary technology platform; its stack consists of third-party tools including Cvent for delegate registration and TRACE for carbon measurement. Revenue is generated through bespoke, quote-based professional services engagements — project fees plus pass-through costs for venues, catering, production, and other third-party services — with no publicly disclosed pricing or rate cards. Distribution is purely direct enterprise sales led by senior leadership and a dedicated Business Development & Growth function, supplemented by content marketing through case studies, industry award submissions (C&IT A-Lister, Great Place to Work, Sunday Times Best Places to Work 2025), and presence at industry events such as Cannes Lions.

The company is privately held and founder-led by co-founders Anupa White and Takis Kyprianou, with no external investment disclosed. Recent operational signals include 20% revenue growth in 2026, ISO 14001 environmental certification, Great Place to Work certification (renewed 2024), and an articulated Net Zero by 2050 sustainability commitment. The firm pursues sustainability credentials as a procurement differentiator via partnerships with TRACE (carbon measurement) and Isla (sustainability community), alongside community engagement through Meeting Needs and the Power of Events Schools Engagement Programme.

Name

Principal

Legal name

Principal Promotions Limited

Website

https://principalge.com

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

11–50 employees

Short description

Principal. Global Events is a London-headquartered B2B event management agency founded in 1995 that designs and delivers live, virtual, and hybrid corporate events for enterprise clients including Stripe, Dell, Amazon, and Hilton across 48 countries.

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure

Revenue model

1. Event Management Services: Professional services revenue generated from managing and delivering corporate events including conferences, exhibitions, incentive trips, product launches, and hybrid/virtual events. Revenue is project-based, likely comprising project management fees, production costs, and pass-through expenses for venues, catering, and third-party services.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels5 records

Core offering

Principal is a full-service events management agency that plans, designs, produces, and delivers live, virtual, and hybrid corporate events for enterprise clients. Its offerings span event management, technical and creative event production, digital and virtual event services, experiential brand activations, delegate management, and event design and styling. The agency manages end-to-end delivery including creative concept, technical production, AV and staging, registration logistics, and onsite execution across global markets.

Product overview

Principal. Global Events is an award-winning events management agency offering a unified, integrated portfolio of six core service lines: Event Management, Event Production, Digital, Experiential Activations, Delegate Management, and Event Design & Styling. The agency delivers live, virtual, and hybrid events across global markets, combining logistical expertise with creative design to produce experiences for corporate clients. The six service areas operate both independently and in combination, with Event Management providing the foundational project delivery layer, supplemented by Event Production for technical execution, Digital for virtual and hybrid components, Experiential Activations for brand engagement, Delegate Management for attendee logistics and registration, and Event Design & Styling for creative concept and visual execution. The agency serves clients across multiple industries including technology, retail, finance, and hospitality.

Differentiator

Problem solved

Functional benefit

Products and services

• Event Management Comprehensive management of live, virtual, and hybrid events including conferences, exhibitions, gala award ceremonies, product launches, roadshows, and incentive recognition events for enterprise corporate clients.
• Event Production Technical and creative production services encompassing branding, projection mapping, set design, staging, stage management, video content creation, and AV, lighting and technical production for corporate events.
• Digital Event Services Digital event services including virtual events, animation and creative graphics, live streaming, website design, event app and gamification, and hybrid event delivery for corporate clients.
• Experiential Activations Design and delivery of immersive experiential brand activations, including fabrication, construction, theming, design and realisation, props, and talent management to establish emotional connections between brands and customers.
• Delegate Management Bespoke delegate management solutions covering badges and lanyards, delegate logistics, e-communication, event feedback and analytics, onsite registration and management, payment integration, real-time tracking, web registration platforms, and staffing.
• Event Design & Styling Creative event design and styling services encompassing concept development, entertainment, creative design, floral and styling, theming and decor, staging and furniture, thematic catering, and interactive installations.

Quantifiable outcome

• 20% revenue growth in 2026 with strong pipeline extending into 2027
• +2 more outcomes

Named customers11 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

Five partnerships are on record, tiered core, supporting and minor.

• IslacoreStrategic or Co-development PartnerPrincipal is a member of Isla, an industry community dedicated to creating events that leave a positive impact on the environment and communities. This partnership supports Principal's pathway towards sustainability and demonstrates commitment to responsible event practices.
• TRACEcoreTechnology or IntegrationPrincipal uses TRACE, the carbon measurement platform for events, to capture the footprint of events and inform decisions that reduce environmental impact. This enables data-driven sustainability in event delivery.
• CventsupportingTechnology or IntegrationPrincipal uses Cvent event management platforms for building delegate registration websites and managing registration deliverables across events. Proficiency in Cvent is listed as a job requirement.
• Meeting NeedsminorStrategic or Co-development PartnerPrincipal is a proud partner of Meeting Needs, the events industry charity foundation providing life-changing grants to small charities and those in need. This reflects the company's commitment to community impact.
• Power of Events Schools Engagement ProgrammeminorStrategic or Co-development PartnerPrincipal sponsors the London Hub for The Power of Events Schools Engagement Programme, connecting young people with the events industry and building a sustainable pipeline of future talent.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Hot Pickle: UK experiential agency designing and delivering brand experiences, conferences and activations for global brands; comparable in scale, customer mix and creative-led proposition.
• Event Concept: UK-based corporate event management agency producing live, virtual and hybrid events for enterprise clients. Directly comparable — and arguably the closest peer — since Principal's new Group Operations Director Adam Wright joined Principal from Event Concept after 22 years.
• DRPG: Mid-sized UK-headquartered event and communication agency delivering conferences, incentives, brand activations and hybrid events for global enterprise clients — same model, customer profile, and service lines as Principal.
• Taylor Bennett: London-based boutique corporate events and communications agency serving enterprise clients across financial services, technology and professional services — directly comparable offering and customer base to Principal.
• Cheerful Twentyfirst: London-based corporate event and production agency focused on conferences, brand experiences and incentive programmes for enterprise clients — similar size, service portfolio, and creative orientation.

Broad incumbents

• George P. Johnson Experience Marketing: Global experience marketing agency producing large-scale events, activations and conferences for enterprise technology and B2B brands; comparable offering and enterprise customer base at significantly larger scale.
• Jack Morton Worldwide: Global brand experience agency producing events, experiential activations and conferences for the world's largest brands; comparable service lines (events, experiential, digital) but at much greater scale and geographic reach.
• MCI Group: Global association, events and communications group running congresses, corporate events and incentives worldwide; comparable customer profile and service portfolio, far larger scale.
• Freeman: World's largest brand experience company producing trade shows, conferences and brand activations; comparable end product but operates at vastly greater scale with in-house production infrastructure.

Others

• Cvent: Event management software platform that Principal uses for delegate registration; not a direct competitor on production services but an enabling platform whose increasing vertical integration (in-house agency services, hybrid event studios) represents a long-term threat to traditional agencies.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/principalge

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Principal