Top Banana resets for growth: how 2025 reshaped the agency’s future
A year defined by experimentation, people development and changing client expectations has reshaped Top Banana’s direction, finds Paul Harvey...
Ask managing director Jemma Peers to describe 2025 at Top Banana and she smiles before calling it “a year of three halves”.
There was a fast-paced start, a mid-year lull, and then an unexpectedly busy surge into the final quarter. But beyond the rhythm of the calendar, 2025 became something more deliberate: a chance to step back, learn and reset.
Jemma Peers, Top Banana MD
Jemma Peers, Top Banana MD
A year to experiment – and invest in people
Top Banana framed 2025 internally as its “year of learning and experimenting”, using the natural pause in the middle of the year to test ideas, rethink processes and develop the team. Long-standing client relationships gave the agency the confidence to try new approaches across content, technology and delivery.
Retention continues to be one of Top Banana’s defining strengths. “Cultural fit is always the priority for us,” says Peers. “That’s what keeps people engaged and gives us the confidence to grow from within.”
That approach is reflected in the agency’s record-breaking start to 2026, with nine internal promotions already confirmed.. The promotions are driven by the agency’s Career Mapping framework and Next Gen Team programme, both central to its people strategy.
Leadership evolves for the next phase
Growth has also prompted an expansion of the leadership team. Megan Dawson, Charlotte Jarman and Stephanie Aviss have stepped into leadership roles directly from the Next Gen Team, strengthening creative output, operational excellence and people development.
“These appointments reflect the confidence we have in our talent pipeline,” says Peers. “They also recognise that leadership needs to evolve as the business does.”
Now entering its sixth year as part of the TBA Group, Top Banana continues to build its position as the group’s specialist creative communications agency, delivering consistent year-on-year growth while retaining its distinct culture.
Looking ahead to 2026, founding partner Richard Bridge is transitioning into a consultancy role. He will continue to champion the agency’s people and advise on strategic direction, working closely with Peers and TBA Group CEO Guy Horner as they lead the next chapter.
AI as a creative enabler, not a shortcut
AI has been one of the most visible areas of experimentation this year, but Top Banana’s focus has been on application rather than hype. The team has been trialling multi-platform workflows – sometimes using up to seven tools on a single project – particularly in film and content creation.
“You get better results when you combine tools with different strengths,” Peers explains. “The team has embraced it as something to work alongside, not be replaced by.”
The agency is now producing high-quality 8K content using AI within a controlled creative process, supported by the creation of its first in-house AI Content role. For Top Banana, technology is about enhancing ideas and efficiency, not diluting creativity.
Rethinking content and attention
Alongside technology, 2025 prompted a rethink of how audiences engage with event content.
“Attention spans are changing,” says Peers. “There’s more awareness of neurodiversity, accessibility and how people learn. Long keynotes don’t land in the same way anymore.”
The agency has been exploring more modular formats, shorter content bursts and greater personalisation - a trend it expects to accelerate into 2026.
Incentives, expectations and value
Top Banana’s incentives division also had its strongest year to date, delivering programmes to destinations including South Africa, Nepal, Bali, Peru, Malta, Canada, Washington DC, Perth, and Montenegro.
Social media has changed the game, Peers notes. “Delegates feel like they’ve already ‘seen’ places before they arrive. The challenge now is creating experiences that still feel unexpected and genuinely special.”
Cost pressures remain a reality. While clients understand inflation across the supply chain, agency fees have not always kept pace with rising salaries and expectations. “That conversation is ongoing,” Peers says. “It’s something the whole industry is navigating.”
Looking into 2026
Despite the challenges, the outlook is positive. Top Banana is seeing longer-term planning, earlier confirmations and a healthy pipeline into 2026 and beyond. Inspiration is increasingly coming from adjacent sectors such as immersive entertainment and live experiences, where audiences are actively choosing to spend their time.
Above all, 2025 reinforced the importance of culture.
“Our people and their development truly shape Top Banana,” says Peers. “If we act with integrity and stay true to who we are, everything else follows. With the energy of our expanded leadership team and the talent across the business, 2026 feels full of opportunity.”
Measured, reflective and people-led, Top Banana enters its next chapter with clarity about where it adds value - and how it intends to evolve.