Live events agency asembl. is celebrating its 20th anniversary this year, marking two decades that have seen the business navigate economic crises, political uncertainty and a global pandemic while growing into an international events operation.
Founded by Gavin Farley and Adam Baxter as In2Events in 2006, the agency initially delivered events across multiple sectors before repositioning as a specialist technology events business following the disruption caused by the 2008 financial crisis and the Icelandic ash cloud crisis.
The agency's reputation continued to grow and, by 2017, it had been recognised as one of the UK's top 50 agencies.
Following the UK's vote to leave the European Union in 2016, In2Events developed expertise in managing increasingly complex event logistics and cross-border operations. That work later led to the creation of LogisKIT, which has since grown into a significant logistics business supporting events across the industry.
The business underwent its biggest transformation during the Covid-19 pandemic. Rather than scale back operations during the industry shutdown, Farley used the period to bring together several legacy agency brands, creating the foundations for what became asembl.group.
Launched in 2021, asembl.group operates as a collective of specialist agencies working together under a shared model, with In2Events among its founding businesses. A year later, In2Events rebranded as asembl. as part of the group's wider identity.
“We built asembl.group a long time before collectives became the industry’s next big idea,” said Farley, founder and CEO. “Our partners stay independent and we bring the right specialists together around each client’s brief, brand and budget. Five years on, that unique model is still what sets us apart.”
Today, the business employs more than 40 full-time staff and operates from a 37,000 sq ft warehouse. It delivers around 650 projects each year for more than 45 active clients and has worked across more than 20 countries. The agency reports 22 per cent year-on-year revenue growth over the past five years and is continuing its international expansion, including through the recently announced Noble Live FZCO acquisition in the Middle East alongside Formation Global.
The agency's two-decade history has also seen its fair share of unusual client requests. Among them were enquiries to source a live elephant, lower someone from a helicopter in a cage, and launch a guest from a cannon.
Earlier this year, the business strengthened its leadership team with the appointments of Natalie Glasgow as managing director and Penny Noble as client relationship director.
Looking ahead, Farley believes the core purpose of the industry remains unchanged despite rapid transformation.
“The past two decades haven't changed the fact we're in the human experience business,” said Farley. “And the next two decades won't either.”
M&IT editor Paul Harvey is a journalist with more than 15 years of experience. He began his career in the local press, working for various titles across the north. Since joining M&IT in 2013, he has become a trusted and respected voice in the sector, championing event professionals and reporting on all aspects of the events industry for the brand.
