Small agency, big relationships: inside ZiaBia's winning streak
With a people-first culture, long-standing client partnerships and a renewed focus on sustainable growth, award-winning agency ZiaBia is proving that size isn’t everything in today’s events market.
Now in its 14th year, independent events agency ZiaBia has built a reputation not on flashy claims or rapid expansion, but on long-term relationships, consistency and a clear sense of who it is.
And it's this approach that earned it the Gold Award for Small Intermediary Agency of the Year at the M&IT Awards for the second year running in 2025.
Based around Bristol but operating fully remotely, ZiaBia’s eight-strong team is spread across the UK. What it lacks in bricks and mortar, it more than makes up for in face time. Every two weeks, the team comes together in person for meetings, often hosted in hotels or serviced office space across Bristol, Bath or Swindon. It’s a practical approach that reflects the agency’s roots in live events - and conveniently doubles as ongoing venue research.
“We really value getting everyone in the room,” says co-founder Debbie Bell. “It’s about connection, collaboration and keeping that sense of team culture strong, even though we don’t work from a single office.”
That focus on people runs through everything ZiaBia does. The agency has clients it has worked with since its earliest days, many of whom have followed the team across different organisations as their own careers have evolved. It’s a relationship-first model that has shaped both ZiaBia’s growth and its sector mix, which today spans IT, cyber security, financial services and legal - not by design, but by natural progression.
At its core, ZiaBia is a corporate events specialist. Conferences form the backbone of its work, from one-day meetings to large-scale residential events, alongside customer marketing events and internal sales kick-offs. Incentives feature occasionally, but logistics-led conference delivery remains the agency’s sweet spot.
Like much of the industry, the last few years have brought significant change. Budgets are tighter, scrutiny is higher, and clients are under increasing pressure to justify spend. According to Bell, that’s sharpened the agency’s role rather than diminished it.
“Clients want clear value and outcomes now more than ever,” she says. “At the same time, many businesses have reduced internal headcount, so they rely more heavily on agencies to deliver what they simply don’t have the resource to do in-house.”
ZiaBia positions itself as a logistics specialist, partnering with production companies and strategic communications agencies as required. Its role is often as the central organiser and negotiator – ensuring events deliver against objectives, while extracting the best possible value from venues and suppliers.
That negotiation piece has become increasingly important over the past year, as clients look for flexibility, favourable terms and reassurance that every pound is working hard. “That’s always been part of our job,” Bell says, “but it’s definitely a bigger focus now.”
One of the agency’s distinguishing features is the way it invests in relationships beyond its client base. Two years ago, ZiaBia made the deliberate decision to appoint a dedicated partner relationship manager – a significant commitment for a small agency. The role acts as a single point of contact for venues, DMCs and supplier partners, strengthening communication and consistency.
“It’s made a huge difference,” says Bell. “It means partners know exactly where to come to, and it helps us maintain strong, meaningful relationships across the industry.”
Internally, the agency has also taken time to reflect and recalibrate. Following a challenging year, ZiaBia used the opportunity to focus on the business itself, becoming B Corp certified at the end of 2024. While Bell is clear that certification alone hasn’t driven growth, she believes the process has fundamentally improved how the business operates.
“It forced us to really analyse who we are, what we do well and what matters to us,” she says. “The whole team was involved, and it strengthened our culture. That’s absolutely fed into where we are now.”
Self-awareness
That culture is underpinned by a strong sense of self-awareness. ZiaBia has invested in DISC profiling across the team, helping individuals understand how they communicate and work best - and applying those insights to client relationships too. It’s a subtle but telling example of how the agency tailors its approach, recognising that different clients want information and reassurance in different ways.
Looking ahead, the outlook is positive. ZiaBia has just entered its strongest financial year since before the pandemic, with solid contracted business already on the books. Growth is on the agenda again, with plans to expand the team carefully and sustainably over the next year.
“It’s stressful at times, but seeing an event come together, especially when you’ve worked with a client for years, is incredibly rewarding.”
What won’t change is the agency’s hands-on ethos. Bell and co-founder Vicky Gardner remain heavily involved in live delivery, regularly found on site at events. It’s a point of pride – and one of the reasons the agency continues to resonate with clients.
“There’s still nothing like the buzz of being on site,” Bell says. “It’s stressful at times, but seeing an event come together, especially when you’ve worked with a client for years, is incredibly rewarding.”
After the disruption of the pandemic, Bell believes the industry has emerged with renewed clarity about the value of face-to-face. “People have been reminded just how powerful live events are,” she says. “That’s not going away.”
For ZiaBia, that belief - combined with strong relationships, quiet confidence and a clear sense of purpose - looks set to carry the agency into its next chapter.