be-good
be-good is a London-based, founder-led event production agency delivering live, hybrid, and digital events for global enterprise brands through strategy, creative design, technical production, global logistics, and project management, with a core team of six backed by a freelance specialist network.
- Company typePrivate
- Founded2003
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingServices
What be-good does
be-good is a London-based, founder-led event production agency operating as a bespoke professional services firm for global enterprise brands. Founded by Sarah Baldock and active for over 20 years (UK company registration number 05216503), the firm delivers live, hybrid, and digital events through six integrated service pillars: Strategy & Planning, Creative Development & Design, Technical Expertise (staging, lighting, AV), Global Logistics, Brand Activations, and Project Management. There is no proprietary software platform; the firm's core capability is creative execution, global logistics coordination, and a differentiated 'unconference' event methodology rooted in behavioural science, exemplified by the recurring WPP Stream series. Headcount is a lean core team of six named leaders backed by a flexible network of freelance producers, technical specialists, and creatives that can be scaled per project.
The company's revenue model is project-based professional services engagement, with bespoke quote-based pricing per event scope and multi-year client relationships rather than disclosed subscription or platform fees. The go-to-market is direct, enterprise field sales supported by senior-relationship management, testimonials as social proof, and referral from existing clients. Named enterprise clients span marketing services (WPP, Ogilvy, ARIA), consumer brands (Coca-Cola, Nestlé, Spotify), financial services (HSBC, Lloyds, BGF), technology (Google, Microsoft, NVIDIA, LinkedIn, Samsung), legal (Freshfields), automotive (Bentley, General Motors, Motorway, Nissan), media (FT, CogX), and public/non-profit sectors (The Royal Commission of AlUla, Tutu Foundation UK, UCL, Boeing). Active hiring for a Business Development Manager and Junior Logistics Manager suggests ongoing capacity expansion, and the firm is currently producing WPP's Cannes Lions 2026 activation.
The business is privately held with no external investors, parent company, or institutional ownership disclosed. Marketing reach is primarily reputation-driven — testimonials from senior executives (Ogilvy, HSBC, ARIA, Google, Microsoft) serve as social proof, and the firm's own flagship productions, particularly WPP Stream, double as demand-generation platforms. There is no public mobile application, SDK, or API offering, and the firm does not generate revenue from digital products. Geographic reach is stated as global, with documented international executions including WPP Stream in Athens, and global logistics is cited as a recognised capability, though the primary operating base remains the London headquarters at Unit 3b Plough Brewery, 516 Wandsworth Road.
be-good firmographics
Firmographics- Name
- be-good
- Legal name
- Be Good Limited
- Website
- https://be-good.co.uk
- Company type
- Private
- Founded year
- 2003
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- be-good is a London-based, founder-led event production agency delivering live, hybrid, and digital events for global enterprise brands through strategy, creative design, technical production, global logistics, and project management, with a core team of six backed by a freelance specialist network.
- Ownership category
- akta.pro rank
be-good industry classification
Industry- Product category
- Event Production Services
- NAICS
- Convention and Trade Show Organizers (56192), Convention and Trade Show Organizers (561920)
- akta.pro primary industry
- Event Production & Technical Services (AV, Lighting, Staging) (BPAFAGAB)
- akta.pro secondary industries
- Event Strategy & Experience Design (BPAFAGAA), Full-Service Event Planning & Production (HSACAAAA)
Keywords
Where be-good is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
be-good business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain
Revenue model
- Event Production Services: be-good generates revenue through project-based fees for designing and delivering live, hybrid, and digital events. Services include strategy and planning, creative development, technical production, global logistics, brand activations, and project management. Revenue is earned on a per-project basis with clients including WPP, Coca-Cola, HSBC, Google, and other enterprise brands.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Enterprise bespoke project pricing |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels4 records
be-good product offering
Product offeringCore offering
be-good is an event production agency that designs and delivers transformative live, hybrid, and digital events for global enterprise clients. The firm provides end-to-end event services spanning strategy and planning, creative development and design, technical production (staging, lighting, AV), global logistics coordination, brand activations, and full project management, executed through a small core leadership team supplemented by an international network of freelance specialists.
Product overview
be-good is an event production agency that operates as a unified service offering rather than a software platform. The company delivers live experiences, brand activations, conferences, and immersive events through six core service pillars: Strategy & Planning, Creative Development & Design, Technical Expertise (staging, lighting, AV production), Global Logistics, Brand Activations, and Project Management. These services are applied across a portfolio of named event productions including the WPP Stream unconference series, WPP Cannes Lions activations, Effie UK Awards, and client-specific events for brands such as Coca-Cola, Google, HSBC, and Freshfields. The portfolio spans global summits, industry awards, brand activations, and bespoke corporate events, with all offerings unified under be-good's production and creative execution expertise.
Differentiator
Problem solved
Functional benefit
Products and services
- Strategy & Planning
- Creative Development & Design
- Technical Expertise (Staging, Lighting, AV)
- Global Logistics
- Brand Activations
- Project Management
- WPP Stream Unconference Series
Quantifiable outcome
- WPP Stream described as 'the best (un)conference ever' by Daniel Hulme, WPP
- +3 more outcomes
Companies that use be-good
Customer profileNamed customers26 records
Segments3 records
Ideal customer profiles3 records
be-good technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
be-good partnerships and signals
Strategic signalScale indicators3 records
Recent moves4 records
Expansion highlights4 records
be-good competitors and assessment
Company assessmentBroad incumbents
- GPJ (George P. Johnson Experience Marketing): GPJ is a large global event and experiential marketing agency that produces conferences, product launches, and brand experiences for enterprise technology and consumer brands. Highly comparable to be-good in core event production service lines but at a much larger scale and with deeper technology and automotive client bases.
- Jack Morton Worldwide: Jack Morton is one of the largest global brand experience agencies, offering live, digital, and hybrid event production for major enterprise brands. It is a broader incumbent with greater scale and geographic reach than be-good, but operates in the same experiential and event marketing category with overlapping clients and capabilities.
- Freeman: Freeman is a global event management and brand experience company with end-to-end event production, AV, and logistics capabilities. Comparable to be-good in event production and live experience delivery, but operates at materially larger scale with broader technology and digital event platforms.
- Momentum Worldwide: Momentum is a global experiential marketing agency producing brand experiences, events, and activations for enterprises such as Coca-Cola, Microsoft, and AB InBev. Comparable to be-good in live event production and brand activation scope, but significantly larger and part of the Interpublic Group network.
Direct peers
- MKG: MKG is a New York-based experiential marketing agency that produces live events, brand activations, and creative experiences for enterprise brands. Directly comparable to be-good as a boutique, creative-led experiential agency serving Fortune 500 clients in similar use cases (corporate events, conferences, brand activations).
- Cheerful Twentyfirst: Cheerful Twentyfirst is a London-based creative production agency producing corporate events, conferences, and brand experiences for enterprise clients. Comparable to be-good as a UK boutique event production specialist with similar creative positioning and enterprise client portfolio.
- The Manual: The Manual is a London-based creative events agency producing brand activations, conferences, and experiential campaigns for enterprise clients. Directly comparable to be-good as a UK boutique experiential agency with similar creative-led, project-based delivery and enterprise client mix.
- Sleek Events: Sleek Events is a UK-based event management agency producing corporate events, conferences, awards ceremonies, and brand activations for enterprise clients. Closely comparable to be-good in services, geography, and target clients, with similar headcount and bespoke project-based delivery model.
Regional players
- DRPG: DRPG is a UK-based integrated communications agency with a strong event production and live experience practice serving enterprise clients. Comparable to be-good in live event production and creative delivery, primarily competing in the UK market with similar enterprise client accounts.
Emerging players
- Cogent Events: Cogent Events is a UK-based corporate event management and production agency serving enterprise clients with events and conferences. Comparable to be-good in core corporate event production services for a similar enterprise buyer base, though with a less differentiated content/format IP.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
be-good social profiles
Digital presencebe-good financial estimates
Financial estimateRevenue estimate
Valuation estimate
be-good leadership team
Management profileNumber of profiles
Profiles6 records
be-good funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
be-good M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about be-good
What does be-good do?
be-good is an event production agency that designs and delivers transformative live, hybrid, and digital events for global enterprise clients. The firm provides end-to-end event services spanning strategy and planning, creative development and design, technical production (staging, lighting, AV), global logistics coordination, brand activations, and full project management, executed through a small core leadership team supplemented by an international network of freelance specialists.
Is be-good a public or private company?
be-good is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was be-good founded?
be-good was founded in 2003. It employs 11 to 50 people.
Where is be-good based?
be-good is headquartered in London, United Kingdom, in the Europe region.
How does be-good make money?
One revenue line is on record: event Production Services.
Who are be-good's main competitors?
Broad incumbents on record are GPJ (George P. Johnson Experience Marketing), Jack Morton Worldwide, Freeman and Momentum Worldwide. Direct peers are MKG, Cheerful Twentyfirst, The Manual and Sleek Events. DRPG is listed as a regional player. Cogent Events is listed as an emerging player.
Does be-good have an API?
No public API is recorded for be-good.
What industry is be-good in?
be-good's product category is Event Production Services. Its primary akta.pro industry code is BPAFAGAB, Event Production & Technical Services (AV, Lighting, Staging), with a secondary code of BPAFAGAA, Event Strategy & Experience Design. Its NAICS code is 56192.