A calculated series of strategic hires and a decisive push into the London market signals a new era of ambition for Manchester-based creative agency Make Events, setting the stage for its transformation into a national industry leader. This period of accelerated growth, which gained momentum in early 2026, is being defined by key senior appointments and the ambitious development of new in-house services. The timeline of moves since mid-2025 traces the critical steps and strategic decisions that have reshaped the agency. Understanding this evolution is crucial, as it highlights a deliberate strategy designed to enhance service delivery, capture new markets, and build a foundation for sustained success in the competitive UK events landscape.
A Timeline of Strategic Transformation
June 2025 – A New Era of Leadership Begins
The first major step in this transformative period was the appointment of Adele Woods as Managing Director. Her arrival appears to have been the catalyst for a new phase of significant investment and forward-thinking strategic planning. This crucial leadership change effectively set the stage for the ambitious growth initiatives that would follow, signaling a clear and confident intention to scale the agency’s operations and market presence.
August 2025 – Solidifying the London Footprint
Building on its initial expansion into London earlier in the year, Make Events made a decisive move by acquiring The PA Club. This acquisition became a cornerstone of its southern strategy, immediately providing an established network and a solid platform from which to grow its influence in the capital. Moreover, the move demonstrated a serious long-term commitment to the London market, shifting the agency’s operational focus from regional strength to national contention.
Late 2025 – Building In-House Capabilities
A key strategic development occurred with the appointment of Jo Millie to spearhead a new, in-house venue sourcing service. This launch marked a fundamental shift in the agency’s operational model, allowing Make Events to manage the entire event lifecycle from brief to delivery. By reducing its reliance on external suppliers, the agency gained greater control over quality and efficiency, ultimately offering clients a more integrated and seamless experience.
Early 2026 – Accelerating Growth with Strategic Hires
The expansion culminated in a major recruitment drive at the start of 2026, headlined by the appointment of Simon Bottomley to the newly created role of Head of Business Development. With over two decades of industry experience, Bottomley was tasked with driving new client acquisition. His hire was complemented by the addition of an event producer and two event production executives to bolster the agency’s delivery capacity in both Manchester and London, directly supporting a rising volume of projects.
The Impact of a Calculated Expansion
The sequence of events from mid-2025 to early 2026 reveals a clear and deliberate growth strategy. The most significant turning point was the leadership change with Adele Woods, which unlocked a period of investment and ambition. This was followed by the tactical acquisition of The PA Club, which anchored the agency’s London presence, and the operational enhancement of an in-house venue sourcing team. The overarching pattern is one of building a robust, scalable infrastructure. This was not merely about increasing headcount but about strategically adding capabilities—in leadership, market access, and service delivery—to create a more powerful and self-sufficient agency. The focus now shifts to how this new structure will be leveraged for sustained growth throughout the remainder of 2026.
Future Outlook and Strategic Context
This expansion is more than a reaction to market demand; it is a proactive strategy to compete on the national events scene. By basing many of the new roles in London, Make Events is directly challenging established competitors in the UK’s largest market. The creation of an in-house venue sourcing service is an innovative step that provides a competitive edge, offering clients a single point of contact and greater cost efficiency. As Managing Director Adele Woods noted, this growth is designed to “maintain high standards of client work while creating development opportunities for the team.” Looking ahead, the agency plans to continue its recruitment throughout 2026, with roles in finance and events leadership on the horizon. This suggests the current expansion is just the first phase of a larger plan to solidify its operational backbone and prepare for the next level of project complexity and regional growth.
