AE boosts leadership team with ‘big-hitter’ names from events industry

Written by Helen Knight

Market-leading full-service events agency AE (Associate Events) has added two event big hitters to their team; Mark Penn of Goodwood and Al Parkinson who was part of the production team for The Coronation of King Charles III. These experienced events and marketing professionals bring an exciting new dynamic to the successful leadership board at AE.

 Left to right: Al Parkinson and Mark Penn

AE offers concept to delivery services in Events, Production, Brand Management and PR. Last year AE appeared on the ‘Top 50 Agencies List’ whilst also being shortlisted as UK Agency of the Year in the prestigious C&IT (Conference & Incentive Travel) Awards.  Since the second quarter of 2024 they have boldly grown and extended their client portfolio by 112 per cent and their workforce by 75 per cent.

The team which operates internationally is made up of events and communications specialists who advise, support, produce and deliver events and campaigns for an array of clients such as the MoD, Peter Jones Foundation, Belvoir, Dell Technologies, Freeths and CGI to name but a few, with their core focus being within the Technology, Military & Defence, Luxury and Hospitality sectors. 

To keep up with growing demands and in order to further enhance AE’s services a range of new roles have been recruited to, including the fresh appointments of Mark Penn as the Director of Sales and Retention in April 2025, and Al Parkinson as Director of Events and Production, in March 2025.

Mark’s career includes leading Business Development for match-day and non-match-day hospitality at Manchester City Football Club, followed by a decade at Goodwood, where he oversaw the sales and delivery of all hospitality at Goodwoods’ Motorsport Headline events; The Festival of Speed and Revival. Also at the Goodwood Racecourse and the headline horse racing event the Qatar “Glorious” Goodwood Festival.

As a senior management professional, Mark brings a wealth of experience in corporate entertaining, customer experience, project management and large-scale event management for up to 3,000 guests and 100+ staff. He excels in brand management, sales and marketing, director-level relations, and business reporting, with expertise in P&L management and strategic planning. Mark is also dedicated to continuous improvement and mentoring others.

Mark Penn said: “Alister and the team have built a strong reputation for delivering high-quality, tailored events with a blend of ambition and creativity. When the opportunity arose to join the leadership team, I knew I wanted to be part of that vision. I’m thrilled to be joining the team."

Another industry ‘big-hitter’ to join the leadership team is Al Parkinson who has over 25 years of experience in events.  He has played a key role in producing some of the world’s most iconic events, including The Coronation of King Charles III, The Professional Footballers' Association Awards and several Olympics and Commonwealth Games opening and closing ceremonies.

Al Parkinson said: “I’m delighted to join the team on this uplift trajectory, supporting the view to expanding the agency with aggressive commitments to drive further success.

“It’s been a really positive start for me and I’ve enjoyed meeting some fabulous clients and look forward to elevating their events and showcasing their work with our incredible team leading the charge.”

In addition to the leadership appointments, AE has also added several other new appointments and talent to further support growing areas of the business and AE’s clients; all of whom are committed to delivering class-leading, exceptional, bespoke, full-service events and campaigns.

Managing Director Alister de Ternant at Associate Events, said: "Every team member has and continues to play a crucial role in our company’s growth and it’s on-going success. Our world-leading delivery comes from our people, our culture and our passion to deliver beyond expectation - we are people based business and they are the future of this exciting journey.”

“Bagging some big names from the industry to join our successful leadership team (whilst also enhancing the wider team structure) is testament to our notable growth in the market. It clearly demonstrates the quality of work we are known for delivering, the value we’re adding to our clients and our developing ‘brand’ within the market place. Our ambitious plans for growth and our continued culture will be underpinned by our people. I am thrilled to be able to welcome them both to the team and excited by what the future holds with Mark, Al and the wider leadership team at the helm of this exciting adventure."

Formed in 2010,  AE provides expertise across every aspect of brand, event management, production, marketing and communication. From set designing and installing exhibitions to impactful strategic marketing AE services cover it all. AE specialises in staging, video production, photography, set design, live streaming, multi-location connectivity, lighting, sound and the latest cutting-edge audio-visual, enhancing audience engagement through live social media coverage and media opportunities, ensuring client’s events gain maximum reach and impact.

Explore the possibilities with AE which offers a complimentary 30-minute session to turn ideas into a reality.