• January 7, 2025

Interview: Pure’s Janine Hart on stepping into the MD role

Interview: Pure’s Janine Hart on stepping into the MD role

Interview: Pure’s Janine Hart on stepping into the MD role 1024 683 micebook.

Janine Hart has been with Pure Communications Group for nine years, steadily growing within the agency from event manager to head of events, and now taking on the role of managing director.

We caught up with her to discuss her vision, priorities, and plans for the business in 2025 and beyond…

Congratulations on your new role as MD. What are your immediate priorities for the first three months?

Thank you! Growth is a major focus for Pure right now, and that remains my top priority stepping into this role. But growth isn’t just about winning new business—it’s also about nurturing our team and fostering a culture of collaboration and innovation.

We’re evolving our internal mentoring system to better support our team members, particularly those who are early in their careers or new to the industry. Many of our team have already progressed from event assistants to senior roles, and I want to ensure they have the right guidance and opportunities to grow, develop and strengthen their skill sets so that they are delivering great results for our clients.

We’re also expanding our business development efforts, and in the process of hiring a business development manager to build on our strong client relationships and attract new business. In 2020, we transformed from being just event logistics and delivery to creative communications, and made some great headway in 2024, winning three awards for a project that we curated the whole agenda for and delivered everything from the comms strategy and content to actual delivery. We’ve got ambitious plans to build on that in 2025 and position Pure as a strategic partner for our existing clients and prospects.

Are there specific industries or event types you’re targeting for expansion?

One of Pure’s strengths is the diversity of our client base. We work with media agencies, law firms, and tech companies, and we want to maintain that mix because it allows us to be creative and push boundaries.

We’re particularly focused on large-scale strategic conferences and experiential events that go beyond logistics to encompass full communications strategies. It’s about creating a seamless journey for attendees—from pre-event communications to post-event engagement—so that the experience is meaningful and impactful.

What do you see as the biggest challenges and opportunities ahead for the industry?

The biggest challenge is the unpredictability of the market. Last year was quite up and down, with the election and change of government which meant clients being cautious in decision-making, often waiting to confirm budgets. We expect more stability in 2025, but we also know that clients want to see real value from their investments.

An exciting opportunity is the rise of experiential communications campaigns. We’ve seen an increase in brands wanting to create immersive, strategic experiences rather than just traditional conferences. This is something we’re well positioned for, as we can engage with clients at a senior stakeholder level and help them shape their approach.

Company culture is clearly important to you. How do you plan to maintain and evolve Pure’s culture?

It’s been one of the things that has kept me at Pure for so long, and over the past two years, I’ve been focused on rebuilding and evolving our culture. Culture can’t remain static—it has to change and develop with the people in the business. As new team members join, they bring fresh perspectives, and it’s important to ensure that everyone feels engaged and valued.

A strong and open line of communication is at the heart of our culture. We’re not a top-down agency, and we want input from every level of the business. When we’re working on a new pitch, for example, we encourage everyone to contribute ideas in brainstorming sessions, knowing that even if an idea isn’t used now, it could be valuable in the future.

This year, we’re also re-evaluating our company values. These were originally set when the business was founded, but we want to ensure they still resonate with the team today. Do people know them? Do they live by them? If not, it’s time for a refresh.

Diversity, inclusion, and wellbeing are also high priorities for me. The events industry is high-pressure, and while achieving a perfect work-life balance may be difficult, we can create an environment that supports wellbeing. Small things—like impromptu team lunches or simply recognising individual achievements—go a long way in making people feel valued.

I strongly believe in the philosophy that “when we build together, we build stronger.” Success isn’t about one person—it’s about collaboration across the team, our partners, and our clients. We aim to be seen as an extension of our clients’ teams, and that’s why relationships—both internally and externally—are so crucial to our culture.

Ultimately, culture is something that needs constant attention and evolution. At Pure, we’re known for having a great workplace culture, and my priority is to ensure it remains strong as we continue to grow. People should enjoy coming to work, because when they do, that passion and positivity flows through to the work we deliver.

You’ve spoken about the importance of mentorship. How do you plan to inspire and support the next generation of event professionals?

I’ve been fortunate to have amazing mentors throughout my career, and I want to pay that forward. As mentioned earlier, we’ve implemented a mentoring scheme to ensure our team members have guidance beyond just their day-to-day managers.

Outside the agency, I’m keen to do more to encourage young people into the industry. Events isn’t always seen as a viable career path, particularly corporate events, and I’d love to do more outreach—whether through speaking at schools and universities or working on industry initiatives like Fast Forward or Elevate.

We’re also looking at apprenticeships to bring in fresh talent. It’s not just about hiring someone—it’s about making sure they have the right support and exposure to all aspects of the industry.

As a female leader, how do you hope to inspire others in the industry?

I’ve had strong female mentors throughout my career, and their guidance has been invaluable. One of my key philosophies is that when we build together, we build stronger—it’s about collaboration, not just leadership from the top.

I encourage my team to be like sponges—absorbing knowledge from everyone around them, whether it’s through networking, working with clients, or being on-site at events. One introduction, one conversation, can open up so many opportunities.

Finally, what excites you most about stepping into the MD role?

Having been with Pure for nine years, I’ve grown with the business. Now, I have the opportunity to step back and take a strategic view—to identify what’s working, what needs to evolve, and how we can continue pushing creative boundaries.

Empowering the team is a big part of this. I want them to feel ownership of their work and see the opportunities ahead. I’m also excited about deepening client relationships and expanding into new areas.

Most importantly, I’m looking forward to driving innovation—helping our clients think beyond traditional events and truly engage their audiences. It’s a hugely exciting time for Pure, and I can’t wait to see what’s next!

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