For our fourth instalment in our series of Agency Spotlight, we caught up with Claire Conboy, Director of Brighter Events, to discuss the agency’s transformative rebrand, the impact of the Clarity and Agiito acquisition, evolving client expectations, and how Brighter is shaping the future of experience-led events.

It’s been a busy time for Brighter, can you talk to us about the rebranding and what the acquisition of Clarity Business Travel and Agiito has meant for your part of the business?   

It’s been a hugely transformative period for Brighter. The acquisition of Agiito by Clarity Business Travel in November 2023 brought together two highly experienced meetings and events teams, creating a stronger, more scalable proposition for clients.

For us, it was about more than growth – it was about evolution. By combining the strengths of both teams, we doubled our size overnight, gaining broader expertise, new perspectives and an expanded client base. That felt like the right moment to redefine our identity and ambition.

The rebrand, which we launched at The Meetings Show and The Business Travel Show in 2024, was a reflection of that shift. It wasn’t just a visual refresh, it marked a new chapter for Brighter, one that better represents the scale, creativity and capability of the business today.

Since then, we’ve built strong momentum. Our renewed brand, supported by a new website and marketing approach, has significantly elevated our presence in the market. It’s enabled us to tell our story more clearly and confidently, and that has been amplified through increased media exposure.

Crucially, it’s translating into results. We’ve seen a strong pipeline of new business, alongside continued growth with our existing clients as they entrust us with more strategic and complex projects.

Other than the rebrand – what other key successes/milestones have Brighter seen over the last few years?

Beyond the rebrand, we’ve achieved a number of important milestones that reflect both our growth and the strength of our team.

Over the past few years, we’ve celebrated a series of individual and collective accolades. Members of the team have been recognised in Conference News’ 30 Under Thirty and C&IT’s Agency A List, while as a business we’ve been proud to be named Meetings and Events Team of the Year at The Business Travel People Awards, Events & Operations Team of the Year in the miaList and Best UK Agency by micebook, alongside inclusion in its Power 30 Most Sustainable Event Agencies.

Alongside this recognition, we’ve continued to build strong commercial momentum – securing significant new business while continuing to grow and evolve our relationships with a loyal base of long-term clients across a wide range of sectors.

That said, while awards are always a welcome endorsement from our industry peers, they’re not how we ultimately define success.

For us, it’s about the strength and longevity of the partnerships we build – retaining and growing with our clients over time, while continuing to attract new organisations who trust us to deliver impactful experiences.

If you could describe your agency in 3 words, what would they be?

Bold, Creative, Impactful.

How do you feel the industry has changed, and how have you seen beam’s involvement evolve with this?   

Over the past few years, we’ve seen a noticeable shift in the industry’s priorities. From our perspective, it’s become less about scale and more about meaning – focusing on impact, connection and the overall experience.

While much of the industry was initially focused on getting people “back in the room”, we’ve taken a more audience-first approach, designing events from the delegate journey backwards. That means looking beyond logistics and really considering how an event feels, from the first touchpoint through to the lasting impression it leaves.

As a result, there’s been a stronger emphasis on emotion, engagement and creating experiences that feel both meaningful and personal. It’s no longer just about delivering a well-run event, but about delivering something memorable.

Sustainability has also become a fundamental part of that evolution. For us, it’s moved far beyond a tick-box exercise, it’s about accountability. It’s embedded into our RFPs and tracked through reporting, with practical measures such as eco-certified venues, reduced waste systems and local sourcing. Through our partnership with Greengage, we’re also able to deliver carbon measurement and reporting via EventSmart, helping clients make more informed decisions.

Another key shift has been in the role clients expect us to play. Increasingly, organisations are looking for partners rather than just planners. With rising costs, tighter timelines and growing pressure on internal resource, there’s a greater need for strategic support – something we’ve firmly built into our proposition at Brighter.

Throughout this evolution, beam continues to play an important role. It brings the industry together, creates a platform for shared learning, and ensures our collective voice is heard. As the industry continues to evolve, that sense of community and advocacy has never been more important.

Why would you encourage other Agencies to join beam?

For all the reasons we’ve touched on, being part of beam is invaluable. In an industry that’s evolving so quickly, access to shared knowledge, insight and best practice is a real advantage.

beam provides a platform to learn from peers, stay close to industry trends and contribute to wider conversations that are shaping the future of events. That collective intelligence is something no agency can replicate in isolation.

Just as importantly, it offers a strong sense of community – bringing agencies together to collaborate, challenge thinking and raise standards across the board.

For any agency looking to grow, adapt and stay relevant, being part of that network isn’t just beneficial, it’s essential.

What’s next for Brighter?

Quite simply, what’s next for Brighter is continued evolution and improvement – we’re always looking at how we can raise the bar.

Over the past year, we’ve been working hard behind the scenes to further refine and reposition our offering, ensuring we’re set up to meet the changing needs of our clients.

At the core, Brighter Events continues to deliver end-to-end event management. But as client needs have evolved, so have we.

Increasingly, we’re working alongside in-house teams, which led to the launch of Brighter Connect – a flexible solution that allows us to integrate seamlessly with internal events teams, adopting their processes and brand standards to deliver events as an extension of their business. It’s about providing the right expertise at the right time, without the need for additional resource or complexity.

Alongside that, we’ve introduced Brighter Spark, bringing together technical production, cutting-edge AV and intelligent digital platforms to support the delivery of high-impact, experience-led events.

Together, these three service offerings – Brighter Events, Brighter Connect and Brighter Spark – give us a more rounded, future-fit proposition.

It’s something the whole team is incredibly energised by, and we’re excited to continue making our mark on an industry we’re so passionate about.