Agency Awards Approved puts the spotlight on this year’s Conference News Agency Awards winners – the teams, campaigns and ideas that rose above the rest. This series goes beyond the trophies to explore what set these agencies apart, from the strategies that delivered results to the decisions that defined their success, alongside insight from the judges on why these entries stood out. Each feature dives into the work that earned industry recognition, offering a closer look at what it really takes to win.
In this edition, we speak to Denise Sharpe, chief executive officer of full-service event management agency Outsourced Events. Outsourced Events won this year’s Employer of the Year award, which recognises agencies and businesses that have created an outstanding workplace culture and employee experience.
Building a people-first culture
Speaking on how it felt to win the award, Sharpe said: “It means a huge amount. Over the 25 years, we’ve really put a lot of time and effort into building the business we’ve got today, so to get recognised for that is huge for us. I think the values that we have as an organisation really ring through and ring true. Knowing all the other agencies we were up against at the time, for us to get the final award was just wonderful. To have others judging and making the decision that we are the best employer to work for is fantastic.”
Judges praised the entry for being both “impressive” and “content-rich”, highlighting Outsourced Events’ ability to maintain its ethos and people-focused culture while continuing to grow as a business.
One judge commented: “Very impressive entry. Great growth whilst maintaining the company’s values and culture.”
Another said: “Congratulations on celebrating your 25th Anniversary! You have some great accolades behind you – these awards show a strong commitment to getting it right for your people. This was an outstanding entry!”
A further judge described it as: “A comprehensive entry from an organisation that clearly values and supports its employees.”
Since the agency launched in 2001, it has grown from 22 to 47 professionals and now delivers more than 240 events annually, whilst still maintaining a strong internal culture and clear company values. Sharpe believes the company’s long-term success comes down to the foundations established from the very beginning.
These are:
- Putting people first
- Caring
- Challenging
- Partnering
- Being curious
Sharpe said: “From the beginning, we were very clear on what we wanted to achieve. Twenty-five years ago nobody really talked about values, but as we’ve grown I’ve realised that those core values are the heart of us as an organisation.”
After winning the award, Sharpe asked members of her team why they thought the company had won. She said they all shared the same response: they feel valued as individuals.
The agency also has a 100% NPS score, meaning every client surveyed said they would recommend Outsourced Events to others.
Sharpe said: “We’re a people-based business, and our clients see us as an extension of their team. We become very close with our clients, and having the same ‘putting people first’ and caring culture helps us build really strong relationships.”
She added: “Some of those client relationships have lasted 20–25 years. So yes, employee experience and client experience are definitely closely aligned.”
Staff development and wellbeing
At Outsourced Events, every employee has their own career and personal development plan. The agency also invests more than £75,000 annually into training and development for the team.
Sharpe said: “The values are reflected in how we recruit people and the investment we put into people’s careers.”
Some members of the team are currently undertaking Executive MBAs, while the agency has also developed its own tailored event module programme, consisting of 14 modules. All new starters complete the training programme to help them upskill quickly.
Sharpe said: “To feel successful in life, you want to feel you’re growing and developing continuously. You want to feel like an expert in what you do. It’s really important that people feel they’re progressing. You need to have purpose and goals.”
She added: “By investing in things like Executive MBAs and our training programmes, we’re investing in people feeling they can be the best version of themselves. Events is a very fast-paced environment, and we want people to feel equipped to work in it.”
Alongside professional development, wellbeing has also become a central focus for the agency.
Sharpe said: “This is a very fast-paced environment, and there’s definitely a mental health and wellbeing aspect you have to be mindful of. People have lives outside work and their personal experiences impact how they show up every day.”
Over the last 18 months, the agency has been working with consultancy Planet K2, which specialises in high-performance teams and encourages employees to show up each day as the best version of themselves, even during more challenging periods.
Practically, the agency ensures there is enough time between projects for employees to recharge following large-scale events. The business also operates a TOIL policy, allowing employees to reclaim time after working extended hours.
The company has also introduced a number of wellbeing initiatives, including an annual two-day offsite where staff are asked what they want to learn and how they would like to feel more empowered within their roles.
The agency also has Mental Health First Aiders and is currently exploring the introduction of a wellbeing coach who would visit monthly, allowing employees to discuss personal wellbeing in a confidential setting.
Sharpe said: “It comes back to our values. We put people first and we care. Those are the most important things for us as an organisation – making sure everybody has the rest and recuperation they need and that we support them both in and outside work.”
Shaping future leaders in events
As Outsourced Events approaches its 25th anniversary, Sharpe said the focus is not only on continued growth, but also on developing the next generation of talent within the industry.
The agency recently launched its Confidence Code research project, surveying 100 senior marketing directors and above within the technology sector to better understand confidence, leadership and the future of work in an evolving business landscape increasingly shaped by AI.
One of the key themes to emerge from the research was concern around younger professionals entering the workforce and how businesses continue to develop future leaders as some entry-level functions become increasingly automated.
Sharpe said: “It’s really important that young people are being given opportunities to grow and develop in their early careers.”
She added: “The events industry is a fabulous career for young people, but most people don’t know about it until they almost fall into it. Once you get into it, you become passionate about it and can’t imagine doing anything else.”
Looking ahead, Sharpe said she wants Outsourced Events to continue promoting from within and developing long-term careers internally.
“For me, it’s really important that we continue to grow homegrown talent,” she said. “I want people to feel excited by the opportunities available to them and fulfilled by the work that they’re doing.”