By rights 2009 should be a tough year for the celebrity party business. If it is, Upfront co-founder Richard Brecker hides it well. Having started the business in the 1991 recession, he is aware of the ups and downs

"It is a challenge finding clients with the budgets for events," he admits. "But a depression is good for creativity. As well as social decay, recessions bring great music, art and fashion. A new generation of stars will emerge."

Brecker also expects to find new staff. "It's easier to find talented staff in a downturn. I want people with flair who aren't scared of hard work," he says.

Brecker and Upfront co-founder Claire Nye met while working as TV researchers and soon after starting "to take control of our own destinies, rather than be at the mercy of short-term contracts" they won a deal to book celebrities for This Morning With Richard and Judy.

In 1998, they started booking celebrities for corporate events. With an unbeatable contacts book, the firm capitalised on the 1990s celebrity boom. The aim, says Brecker, is to match brands and stars. Upfront also helps other bookers through an online database. Updated daily, it is used by the BBC and ITV to get hold of celebrities. But, says Brecker, people still use Upfront. "You have to know how to approach talent. It's not as simple as just emailing a celebrity and expecting them to turn up to your event."

A good booker, he says, "can turn 'no' into 'yes'. There is a fine line between perseverance and pissing people off, but if you are charming, there's always a way to get things done."