‘This Industry Keeps Me Young!’


Anupa White shares a day in the life as director of UK event agency Principal. Global Events. White founded the company at the age of 25 — nearly 24 years ago — during which time the business and her role have evolved. Here, here Anupa explains how she stays on top.

I commit to a morning workout — I’m enjoying weights right now — and that helps to start the day with a clear head and a body full of endorphins! My commute takes around an hour and I’ll make a few calls on route. Productivity is key when you are overseeing multiple projects and a team of 20, sometime situated in different locations around the globe.

I sit within our open plan office so that I am easily accessible.  Although I am a director and part owner of the company, I remain heavily involved with the operations team, overseeing the key planning stages of our major accounts, as well as working on site with the team when possible.  I enjoy sharing my creative insight and experience.  One minute I can be checking highlight reel edits for an awards event, discussing a potential problem with an upcoming event to provide a solution, coming up with unusual engagement activations, or working on a pitch alongside the sales team.

I’m glad to be part of such an exciting and fast paced industry — I feel that it keeps me young!  I’ve seen it change dramatically over the years, but what remains unchanged is the consistent enthusiasm and talent entering our industry. We’ve just hired three new juniors and I can tell they have bright futures ahead of them. It’s a dynamic industry where I’m constantly learning every day — and I wouldn’t have it any other way.

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