How Creation Thrived During the Pandemic: The Inspiring Journey of Tom Whittle's Event Firm

The Rise of Creation

Tom Whittle's company, Creation, has become a beacon of success in the event marketing industry since its inception in 2015. The firm has consistently ranked among the Sunday Times 100 fastest-growing companies in the UK for three years, achieving a remarkable average annual growth rate.

Event Marketing Powerhouse

Creation specializes in designing and producing marketing activities for big brands such as Red Bull, AB InBev, Bacardi, and Asos. This year alone, Creation has worked on nearly 1,200 projects, generating a revenue of £15 million with a pre-tax profit of £1.9 million. They aim to handle as many event elements in-house as possible, even operating their own garden centre for event decor.

The Secret to Their Success

Whittle attributes their success to being in the right place at the right time, combined with a proactive approach: “Luck is when perseverance meets opportunity.” He emphasizes the importance of saying “yes” to opportunities when starting out, even if it means sacrificing work-life balance temporarily.

From Christmas Trees to Event Management

Whittle's entrepreneurial journey began at the age of 11 selling Christmas trees. His early experiences, such as organizing club nights and running alcohol-free events, laid the groundwork for his future in the events industry. He eventually met his business partner, Tom Elkington, in 2012 while working on a festival, and together they established Creation.

Navigating the Pandemic

When the Covid-19 pandemic hit, many in the events industry struggled, but Creation adapted. Thanks to careful cash flow management, they avoided furloughing any staff. Whittle pivoted the business by offering storage solutions for brands' event assets and developed an online portal for asset management.

Looking Ahead

With the return of events in 2021, Creation expanded its capabilities by building a fabrication workshop. Whittle believes that the demand for experiential marketing will continue to grow, stating, “People crave experience.” The company has since expanded operations to Europe and the USA, with plans for a New York office.

Whittle’s Business Wisdom

Whittle shares key insights for aspiring entrepreneurs:

• Embrace your team and cultivate a fun work environment.
• Make quick decisions and prioritize action over perfection.
• Ensure your major clients can always reach you.

Whittle's journey is a testament to resilience and innovation in the face of adversity, proving that with the right mindset, businesses can thrive even during challenging times.