Full-service events agency AE (Associate Events) has added two event big hitters to their leadership team.
Since the second quarter of 2024 AE have grown and extended their client portfolio by 112 per cent and their workforce by 75 per cent.
Mark Penn joined as the director of sales and retention in April 2025, following a decade at Goodwood.
He brings experience in corporate entertaining, customer experience, project management and large-scale event management for up to 3,000 guests and 100+ staff. Penn also excels in brand management, sales and marketing, director-level relations, and business reporting, with expertise in P&L management and strategic planning. Mark is also dedicated to continuous improvement and mentoring others.
Al Parkinson joined as director of events and production, in March 2025.
Parkinson has over 25 years of experience in events and has played a key role in producing some of the world’s most iconic events, including The Coronation of King Charles III.
He said “I’m delighted to join the team on this uplift trajectory, supporting the view to expanding the agency with aggressive commitments to drive further success.”
Parkinson added: “It’s been a really positive start for me and I’ve enjoyed meeting some fabulous clients and look forward to elevating their events and showcasing their work with our incredible team leading the charge.”
In addition to the leadership appointments, AE has also added several other new appointments and talent to further support growing areas of the business and AE’s clients.
Managing director Alister de Ternant at AE said: “Every team member has and continues to play a crucial role in our company’s growth and it’s on-going success.
He added: “Bagging some big names from the industry to join our successful leadership team is testament to our notable growth in the market. It clearly demonstrates the quality of work we are known for delivering, the value we’re adding to our clients and our developing ‘brand’ within the market place. Our ambitious plans for growth and our continued culture will be underpinned by our people.”
