A conversation in a hot tub is not the most conventional starting point for an international events agency. For James Bacon, however, it was the moment that planted the seed for what would become We Are MEaT. As the agency marks its tenth anniversary, Bacon reflects on building a business from scratch, growing from an unknown name in the industry to delivering more than 400 events across 120 cities, and why staying personal and accountable remains central to its future…
A different direction
When Bacon founded We Are MEaT in 2016, he was not leaving an established agency armed with a client list and years of industry contacts. In fact, he was 40 before discovering there was a career in events.
“It genuinely started with a conversation in a hot tub,” he says. “A friend said he thought I could organise an event for his business and that planted the seed.”
With a background in marketing before moving into events and travel, MEaT became Marketing, Events and Travel, while another friend had previously told Bacon that if he ever started a company, he had to get his surname into the name.
There was no funding, established network or guarantee that the business would work. “Clients did not know me, suppliers did not know me and the industry did not know me,” he says. What Bacon did have was a clear idea of how he wanted to work. “I wanted it to be personal and accountable, and I wanted clients to feel that I cared about the outcome as much as they did.”
From unknown to established
With no reputation to open doors, every client, supplier relationship and opportunity had to be earned, while Bacon was simultaneously winning work, delivering events and running the business. For years, he still viewed We Are MEaT as a small start-up trying to establish itself, constantly pushing the business and brand.
“Gradually I started walking into industry events and people knew me. Suppliers knew We Are MEaT. Clients were recommending us and people knew our work without me having to explain who we were.”
There was no single contract or defining moment when Bacon felt the agency had made it. Instead, he says, “It was years of showing up, building relationships and delivering good work.”
Today, We Are MEaT has delivered more than 400 events across more than 120 cities, working across EMEA, North America, LATAM and APAC. While the scale and complexity of the work has changed enormously, Bacon says the agency’s fundamental approach has remained the same.
“International events bring different cultures, currencies, regulations, suppliers and ways of working, but the client still expects the same standard wherever we are.”
Going global without losing the personal touch
Over the years, the agency has built an international network and developed an approach centred around understanding each destination rather than simply replicating an event format.
“If you are asking people to travel somewhere, that destination should become part of the experience,” Bacon says. “The venues, food, culture, hospitality and local experiences all matter.”
That personal approach is also central to another figure Bacon is particularly proud of: 93% of the agency’s business comes from repeat clients. “Events are built on trust,” he says. “Clients are trusting you with their brand, their people, their budget and often some very important moments for their business.”
For Bacon, that trust is built through accountability and long-term relationships. “When something goes wrong, you find the solution rather than somewhere to pass the problem.” As relationships develop, the agency gains a deeper understanding of each client’s culture and priorities. “Sometimes we know what they are going to ask for before they ask for it,” he says. “That is when you stop feeling like an external supplier and start becoming part of their team.”
As the business grows, maintaining that approach remains a priority. Bacon is wary of growth creating unnecessary distance between clients and the people delivering their events. “I never want We Are MEaT to become a faceless agency where responsibility gets passed around.”
Looking ahead
The events industry has also changed considerably over the past decade, with increasing expectations and greater scrutiny of budgets. Bacon believes this will lead to a greater focus on where investment can have the most impact.
“I think we will see more focus on doing less, but doing it really well,” he says.
Rather than compromising on the delegate experience, he believes agencies need to concentrate budgets and creativity on the moments that people will value and remember, while placing greater emphasis on what events are designed to achieve. Social media has also changed how audiences experience events, although Bacon warns against designing experiences purely for the camera.
“I do not think you should design an event simply to make it look good on Instagram. Create something authentic and worth experiencing and people will want to share it anyway.”
Looking towards the next decade, Bacon sees continued international growth as a major opportunity, particularly as clients become increasingly global. With 93% of the agency’s work coming from repeat clients, he also sees potential in growing alongside existing organisations, supporting them in new markets and helping them think differently about what their events can achieve.
“We need to stay curious and keep challenging ourselves rather than becoming comfortable with what has worked before,” he says.
Ten years ago, We Are MEaT was trying to prove that it belonged in the industry. Looking towards its 20th anniversary, Bacon wants the business to be bigger and more international while retaining the personality and approach that helped build it.
“If we can grow without losing that, I think we will have got the next ten years right.”