Brandfuel's journey started in December 2004, when our late Founder, David Ball, and an ambitious team of five Fuellers launched the company, originally named Sprout. Like David, our first office was anything but ordinary – we were based in Pink Floyd's former music studio in Islington. Within those creative walls, the team began building an agency with a different perspective on the industry. It became Brandfuel in April 2005.

The goal was not simply to deliver events, but to give them deeper meaning, creating experiences that would resonate with audiences and elevate the brands behind them, and to give back to the local community along the way.

From the start, David and his co-Founder Sue Sawyer put a lot of store by Brandfuel’s culture – striving for excellence in all things; treating Fuellers, freelancers, suppliers and clients with kindness and compassion; and abandoning pride in favour of humility. Brandfuel’s core values of transparency, curiosity, and compassion continue to shape our culture today and we hold them in that original high regard. Respect, empathy, and support are at the heart of every collaboration.

In our earliest years, we worked on events that shaped conversations around the world. In 2005, our team grew to 11 Fuellers and we delivered our first BGC Charity Day in London, an event dedicated to raising money for the families of many staff who had lost their lives in the 9/11 terrorist attack in New York. The day brings together A-list celebrities, royalty and sports stars to help close deals and secure commission for worthwhile charities. 

A year later, we began what would become one of our most long-lasting partnerships; we delivered our first Google Zeitgeist, a gathering of influential leaders from business, technology, and culture, attended by the likes of Stephen Hawkins and Stephen Fry.

‍

Our first WEF

In 2007, Brandfuel stepped onto one of the world’s most important global stages, the World Economic Forum. A team of five delivered Google Nightcap, dressed in iconic Brandfuel orange jackets. Fast forward 19 years, we now deliver for 19 clients at WEF with a team of more than 330, helping to create beautiful spaces where some of the most powerful conversations in the world happen.

As Brandfuel continued to grow, so did the scale and ambition of our work. In 2010, we took on the complex logistics of One Young World, welcoming 1,400 future leaders from 194 countries. The event brought together a generation of global changemakers and established our ongoing commitment to producing purpose-driven events, which continues to this day.

Our relationship with Mobile World Congress started in 2011. We launched the first double-decker exhibition stand for Android with a slide, an ambitious concept that reimagined how the brand engaged with its audience in a somewhat serious environment. We have now won more than 30 awards for Android’s stands at MWC and continue to deliver its mammoth outdoor Android Avenue. 

As the business grew, Brandfuel remained deeply focused on our Fuellers. In 2012, we introduced Lumina Learning, helping our team better understand themselves and each other, and strengthening collaboration across the agency. That same year we launched ELEs, Enriching Life Experiences, investing £20,000 annually into the personal development and growth of our team, and began language lessons.
‍

Kindness and compassion

Our team successfully organised a campaign for Hope and Homes for Children that raised £4.1 million in only three months, directly transforming the lives of vulnerable children. Two years later, some Fuellers visited Rwanda to witness firsthand the work carried out by Hope and Homes for Children and to see the impact of the funds raised.

In 2015 our fast turn-around visualisation project for UEFA illustrated how the Champions Festival would look for the Champions League Final in Berlin, helping Brandfuel to secure the pitch.

We then went on to deliver the experiential School of Snapchat by transforming a London building into a nostalgic 1990s-style school and illustrating how brands could connect with audiences on the platform in authentic and engaging ways.

In 2017, Brandfuel was named C&IT Best Agency of the Year; it achieved an Investors in People Silver award; and the Brandfuel board was established to guide the company’s future.

Brandfuel has always been known for its hands-on approach and unique touches. A prime example is our client’s annual event in Sicily; guests are treated to a luxurious experience at a five-star hotel with a host of activities, fine dining and plenty of entertainment. David also shared his passion for cycling, inviting his client’s guests to join him on a challenging bike ride around the island – a consistent highlight of the event year after year.
‍

The challenge of Covid

Then, in 2020, the global events industry faced one of its greatest challenges. When the Covid pandemic halted live events, Brandfuel rapidly adapted by launching Fuel Studios, a broadcast-quality television studio. This initiative allowed us to upskill our staff and master the delivery of high-end digital experiences, keeping our team connected and entertained through various episodes. It was complemented by Fuel Cells, a concept designed to further staff development. Nine research groups were tasked with focusing on a different aspect of the business to generate ideas so that Brandfuel could thrive in the new landscape.

Maintaining our commitment to community engagement, David quickly came up with a brilliant concept to boost morale among Fuellers, freelancers, suppliers and clients – not to mention their children. “Baking with the Boss” quickly became a lifeline for our network and evolved into its own brand, Doughballs; at its peak, 65 participants tuned in each week to create increasingly challenging recipes, from croissants to focaccia, and pizzas to glazed Christmas trees. David and his wife, Helena, went to great lengths to source scarce ingredients, sending them all over the country to staff, freelancers, and clients.

As we emerged from lockdown and were thrust into the hybrid events world, our clients looked to us for comfort, in the unknown. We partnered with some of the world’s best known brands like BlackRock, Google, the Advertising Association, Arm, and Niantic to connect with their audience when physical experiences were not accessible.

In the past few years, led by our CEO Sue, we have received both the Queen’s Award for Enterprise in International Trade (2021) and the King’s Award for Enterprise (2024) – one of the UK’s highest business accolades.

Our commitment to the community also continued to grow. In 2023, we began a new partnership with the Soup Kitchen, supporting their vital work helping vulnerable people in our local area. We also delivered the inaugural Humanitarian Xchange with the Humanitarian Leadership Academy, bringing together 120 speakers and changemakers with a mission to mobilise a million new humanitarians in the next decade.

For Niantic, we produced two of our most experiential events to date, with GoFests in London and Madrid. These festivals welcome Trainers from all over the world to track and collect Pokémon in unique themed habitats. In London, 50,000 Trainers spent an average £430 each. 
‍

The loss of David

In early 2025, as the agency went from strength to strength, David became unwell. He died in November that year. His vision, energy, and generosity had shaped Brandfuel from its earliest days. In his memory, Brandfuel’s Project team undertook a sponsored walk that raised £15,000 for Bladder Cancer UK, honouring both his legacy and the community he helped to build.

In 2026, Brandfuel – now with more than 70 Fuellers – opened a new chapter and New York office, establishing a joint venture with Worth Media Group and its parent company Clarim Holdings. To celebrate this milestone, Jim McCann has become Chairman and Jeremy Read has been promoted to Executive Business Director.