45 years of purpose, people and possibility
DRPG's Dale Parmenter on the constantly evolving industry, his cautious optimism around AI - and why giving back is central to his business philosophy.
DRPG is celebrating its 45th birthday this year - and Dale Parmenter shows no signs of slowing down.
The Midlands-based agency’s founder and CEO remains a driving force for creativity, innovation, and community spirit; even as technology, budgets, and business priorities shift faster than ever.
“The usual busy and quiet periods don’t really exist anymore,” he laughs. “Quarter four is still manic, but it’s not just Christmas events anymore - it’s everything from exhibitions to incentives. It’s unpredictable. Clients are cautious all year, then suddenly everyone wants everything at once.”
That volatility, he says, makes agility essential. “It’s not just the pace - it’s the last-minute nature of it all. We’re seeing 2026 briefs already, but equally, we’re getting large-scale projects with a two-week turnaround. Clients’ demands are all over the place, so we have to flex constantly.”
It’s not the first time the industry’s been through turbulence. “After the banking crisis, after 9/11, we’ve seen big shocks before. But this feels different. There’s so much happening globally that filters down. Agencies have to be incredibly resilient right now.”
Budgets, costs and cashflow
If one issue dominates the conversation, it’s money. “Budgets just haven’t kept pace with reality,” Parmenter admits. “Everything’s gone up - hotels, food, travel - but clients still expect 2019 rates. And on top of that, they want longer payment terms. Ninety or 120 days is becoming normal. For agencies, that’s a huge strain.”
Government policies don’t help. “An increase in National Insurance alone added £400,000 to our wage bill. Those things ripple right through the supply chain. If clients are taxed more, they spend less on events, and everyone down the line feels it.”
Still, the appetite for live experiences hasn’t gone away. “There’s definitely demand,” he says, “but we’re starting to see some clients go back to virtual formats - probably for cost reasons. It’s understandable, but a false economy. You might save in the short term, but you lose the energy, engagement, and behavioural change that live events deliver. The ROI just isn’t the same.”
Excited and terrified by AI
One topic that gets Parmenter both animated and apprehensive is artificial intelligence. “I’m excited and terrified at the same time,” he says. “We’ve got a whole innovation team exploring AI, and what it can do is incredible - and a bit scary.”
He cites digital twinning, hyper-personalisation, and AI avatars among the most powerful new tools. “You can now have a CEO ‘speak’ to employees in 10 different languages, and it looks completely real, even though they’ve never said a word of it. We’ve developed versions of that in-house.”
At DRPG, AI already plays a role in early-stage creative work and client communications. “We use it for mock-ups, proposals, and some copywriting,” Parmenter explains. “And we’re experimenting with personalised video invitations - ‘Hi Emma, really hope you can attend’ - all generated by AI. The same video can appear in French, German, or Mandarin. It’s impressive.”
But Dale’s keen to stress that technology is only ever a tool. “It has to be ethical, it has to be used for value, not as a gimmick. AI can’t do humour, or empathy, or emotion. That’s still the human bit. We have to make sure it enhances creativity rather than replaces it.”
A legacy of giving back
DRPG marked its 45th anniversary this year - and Parmenter marked it with a charity challenge as ambitious as any project he’s taken on: travelling from the source of the River Severn to the sea, raising more than £20,000 in the process.
“It started, like most things, as a conversation in a pub,” he smiles. “Next thing I knew, I was climbing a mountain in the rain wondering what I’d got myself into. The first five miles were brutal - uphill, running, soaked through. But once we got going, it was incredible. We had amazing support from clients, colleagues and friends.”
He’s now turned that milestone into a forward-looking initiative - The 45th Legacy - designed to secure DRPG’s next chapter. “It’s not just about celebrating the past,” Parmenter says. “It’s about investing in the future - in innovation, technology, infrastructure, and people. We’re opening a new London office in December, and we’re making sure we’re fit for the next 45 years.”
Community at the core
Beyond business, Parmenter’s sense of purpose extends deep into education and community work. He was recently awarded an Honorary Fellowship from the University of Worcester in recognition of his mentoring and industry collaboration.
“It was a real honour,” he says. “I do talks on leadership and entrepreneurship, sit on their business advisory group, and help align their teaching with what industry actually needs. We’ve even worked together with students and the police on awareness videos about child protection. It’s about sharing knowledge and creating real-world opportunities.”
He’s equally passionate about DRPG’s support for initiatives like the REACH scholarship, designed to open up opportunities for young people from underrepresented backgrounds. “I had people who helped me when I was starting out,” he reflects. “Now it’s my turn. I believe every business should be part of its community. It’s not just about writing cheques; it’s about giving time, mentoring, and sharing skills.”
Looking ahead
Despite the challenges - or perhaps because of them - Parmenter remains upbeat. “It’s been a very busy year,” he laughs. “But it’s exciting. The industry’s evolving fast, and that keeps us on our toes. As long as we keep innovating and supporting our people, we’ll keep thriving.
“We’ve been telling stories since we lived in caves - the only thing that’s changed is the technology we use to tell them.”
After 45 years, his energy is undiminished. “I might not be here for the next 45,” he grins, “but I want to make sure DRPG - and the people in it - are ready for whatever comes next.”