Five years ago, Joe O’Connell launched Black Book in the middle of a global pandemic. As the agency marks its fifth birthday, we caught up with Joe to reflect on how it all started, where it’s heading, and keeping it real…
Starting an events agency in the middle of a pandemic — were you brave, bold, or just a bit mad?
A bit of everything, to be honest! I had everything ready to go just before the pandemic hit. No one really knew what was happening, so I sat on it for a couple of months. Then I thought, what have I got to lose?’
Instead of flipping to virtual like everyone else, I stuck to my guns and focused on the return of live events. Looking back, that time gave me the opportunity to learn the business side — things I hadn’t done before, like insurance, tax, and really shaping what I wanted Black Book to be. So, when the world started opening up again, we were ready. We’d already started conversations with clients, and we were able to hit the ground running.
Five years on, how has the business evolved?
I started with a vision to create an incentive agency as that was how I started in this industry and where my passion lies. But we’ve grown organically from there. We still do incentives, but now we’re doing big conferences, venue finding has taken off, and we’re working with FinTech clients on some pretty big events. We did a 700-person event in Miami in March, and there’s a big one coming up in London.
How did you celebrate the milestone?
We had a lovely get-together and celebrated with clients, suppliers, and my family. We’ve also refreshed the website and have a new social media strategy coming, which will feel more personal and consistent.
What’s been your proudest moment?
Honestly, it’s retaining the clients we had from day one. They’re still booking with us. That loyalty means everything. And my team — it took a while to find the right people, but everyone just gets it. We’re a small business. We don’t want to overpromise and underdeliver. Everyone’s aligned with what we’re about and where we’re going.
Was there a moment when you thought, ‘We’ve made it’?
For me personally, I’d always wanted to deliver a safari incentive in Africa – that was a big goal. In 2022, the opportunity finally came up. One of our long-standing clients, who usually did more traditional incentives to sunshine destinations Ibiza, gave us the green light to pitch something different.
We ended up delivering two back-to-back trips to Kenya and it was everything I’d hoped for. What made it even more special was that the client didn’t want their branding all over everything because of press restrictions, so they told us to use our own. That meant we had Black Book stickers on the planes, which was a proud moment. People still talk about that trip now. It was my favourite event we’ve done as Black Book, and probably the most iconic.
As a fully remote working agency, how do you keep the team culture alive?
It’s tough. We’ve got people up north, in the Midlands, and the southwest, but we make it work with regular check-ins. We also meet in person every couple of months — coworking days, hotel overnights, or just something fun like theatre trips or meals. You’d be surprised how much you can get done just by being in the same room. It’s about communication and making sure no one feels like they’re on their own.
What’s the biggest lesson you’ve learned about leadership?
Letting go — I’m a control freak, especially with clients, but I’ve learned to trust the team. It’s not just about delivering events; it’s about understanding who we are as a business and what our clients need. We’re not a suit-and-tie agency. We want that personal, mate-y relationship with clients. That builds trust and loyalty and makes work a lot more fun.
How do you see the role of agencies evolving?
It comes down to showing value and being transparent. We recently won a pitch in Mykonos, and the client told us it was because we were upfront about all our costs and the fact we were using a local DMC. We didn’t try to hide anything, and that honesty stood out. Clients want that now. They want to know who they’re working with and what they’re paying for. No smoke and mirrors.
What’s next for Black Book?
I don’t want to become a big agency. My aspiration is to keep doing what we’re doing and do it well. We’re sticking to what we know and do best. For example, I don’t want to move into the content side or production side, because that’s not where our expertise lies. We’ve got brilliant partners for that. It’s about continuing to work with the right clients, in the right way, and staying true to who we are.
Finally, what do you want Black Book to be known for?
Authenticity, honesty, transparency — and being personable. We are who we are. We’re not corporate, and we don’t pretend to be. If we’re not the right fit for a client, I’ll tell them — and even refer them to someone who is. That works both ways now, with other agencies referring work to us too. It’s about being real and being proud of it.