In an industry that thrives on creativity, collaboration, and agility, Primary, a full-service events agency, has become a beacon of inspiration for small agencies and startups looking to carve their place in the business world. Celebrating its 15th anniversary this October, the agency’s remarkable journey from a modest garage in Market Harborough, Leicestershire, to a global events powerhouse offers hope and motivation to those trying to find their footing.
Humble beginnings with big ambition
Primary was founded by Dan Stevens, managing director, after a period of personal uncertainty. Made redundant and facing the pressures of supporting a young family, Stevens started Primary from his garage, securing his first client on day one. What began as a necessity has since grown into a thriving business known for its commitment to client collaboration and innovative event solutions.
For many small agencies, Stevens’ journey highlights that it is not the size of your office or your initial resources that define success but the strength of your vision and determination. Stevens reflects on this transformative journey, “Our journey has been fantastic, marked by our commitment to delivering innovative solutions that exceed our clients’ expectations. The trust and loyalty of our clients have been fundamental in allowing us to grow.”
Collaboration as a catalyst for growth
One of the key lessons from Primary’s story is the importance of collaboration. At a time when businesses are increasingly looking for partnerships built on trust, Primary has made client collaboration a cornerstone of its approach. By ensuring their clients experience more at every touchpoint, the agency has cultivated long-lasting relationships that have been essential to their growth.
“For any agency, big or small, keeping the client at the heart of what you do is crucial,” Stevens explains. “Our growth has come from understanding each client’s unique challenges and tailoring our services to not only meet but exceed their expectations.”
This focus on collaboration is an essential takeaway for smaller agencies that may feel overshadowed by larger competitors. Demonstrating a personal, client-focused approach can be a key differentiator in a crowded market.
A team with shared values
Building a team that shares the agency’s vision and values has been another driving force behind Primary’s success. Over the past fifteen years, Stevens has grown his team with individuals who are passionate about events and committed to delivering exceptional results. For small agencies, this underlines the value of finding and nurturing talent that aligns with the company’s mission.
As Primary has expanded globally, the strength of its team has remained a constant. “Bringing in team members who understand our mission has been crucial to our growth and success,” says Stevens. “That shared sense of purpose has been instrumental in overcoming challenges and pushing boundaries.”
Looking to the future
Stevens and the team at Primary are not resting on their laurels. Despite their global success, they remain committed to continuous improvement, staying attuned to industry trends, and offering bespoke solutions that address evolving client needs. As the events industry faces the impacts of sustainability, AI, and financial pressures, Primary’s adaptability is set to be key in navigating the future.
“The future looks extremely positive for Primary,” Stevens says. “We’ve stayed true to our goals and values over the past fifteen years, and we have ambitious plans for the next fifteen.”
Inspiration for others
For startups and smaller event organisers, Primary’s story is a powerful reminder that with the right approach, even the smallest beginnings can lead to global success. Stevens’ journey from a garage in Leicestershire to the global stage proves that with determination, collaboration, and a strong vision, anything is possible.
In a time of uncertainty for many small businesses, Primary’s story offers not only inspiration but also a practical blueprint for growth. Agencies of all sizes can take heart from their example, knowing that great things often come from the humblest of beginnings.
