Olympics success leads to expansion for Definitive Events

New Balance event in Beijing prompts recruitment, rebrand and office move

Lancashire agency Definitive Events has announced expansion plans, a rebrand and an office move following the success of a high profile Beijing Olympics event.

The event - for US footwear manufacturer New Balance - saw Definitive handle corporate hospitality and incentives for 600 retailers from 18 countries across the world at this year's Olympiad.

Managing director Lisa Pennington, who previously worked alone supported by freelancers, is now looking to take on an event executive to support her and has moved offices from Warrington to Manchester city centre.

The agency has also redesigned its logo and website. "We want to highlight that while we are small, we are more than capable of managing high profile and logistically complex events," Pennington said.

Definitive is due to work with New Balance again for a conference next month in Switzerland and two more next year,  including one in the brand's home city of Boston. Elesewhere, the agency is also lining up events for housing supplier the Bromford Group.

Other clients include Tilney Private Wealth Management, the COI and retail brand Sheridan.

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