About Us

Who are we?

We are a prominent strategic and creative brand consultancy. For over 22 years we’ve stood shoulder to shoulder with our clients – building their brands and reputations, changing their markets, and transforming their fortunes with proven, research-led models.

Why are we different?

We deliver tangible commercial results. And our status as the only brand consultancy to ever be a member of the Management Consultancies Association proves that the insight, creativity and commercial rigour we use to write results-focussed strategies work. We don’t promise it’ll be easy, but we have the evidence to demonstrate that it’ll be worth it.

What do we care about?

We believe in knowledge before assumption. We value brain count, not headcount, sector and tactic neutrality, and outthinking over outspending. And we care about the positive impact we make on our clients’ bottom lines.

Are we right for you?

We’re not a traditional agency. We don’t pitch. We don’t churn out marketing department outputs. We work at board level, nurturing long-term client relationships to create new brands, push through barriers to growth, and drive brands to exit. When the work absolutely has to work, you can count on us.

Shoulderto shoulder

Every one of our clients faces unique challenges. We work closely with them to develop strategies for transformational growth.

Shoulderto shoulder

Our Clients. Their Challenges.

Every one of our clients faces unique challenges. We work closely with them to develop strategies for transformational growth.

Turn an under-the-radar success story into a brand with 10% of the SME gas market.


Respond to a changing retail landscape, build loyalty, and implement a growth strategy.


Establish the brand as the UK’s market leading food waste recycler.


Establish as the world’s leading water-based screen-printing ink manufacturer.

The Results

The results we achieve prove
that the hard work is worth it.

Three years on, the brand is the UK’s Market Leader

Turnover has doubled

Customer base has grown by 30%

Now the UK’s market leader in retail logistics

£150m to £250m growth

One of the most successful flotations of 2014

Turnover increased by £5m in Year 1

Retail sales rose 7.6% on a like-for-like basis

£1m profit, compared to a £3.6m loss in previous year

98% sign-up to loyalty programme

Database of 30k opted-in consumers

30% increase in OP

Launched in 2003 and changed the market forever

Transformed a white goods company into an emotional brand

Helped deliver a £160m exit deal in the process.

Doubled turnover and market share (against a backdrop of declining sector sales)

Britain’s fastest growing crisps brand

12th fastest growing privately owned food brand

Dubbed ‘cult beauty brand’ by British Vogue.

Stocked in over 300 locations across the globe

Conceived of, and implemented by, Propaganda

166% increase in OP per head

Transitioned from rebate-derived to fee-based business model

New products developed and marketed in bundles to increase penetration

The Results

The results we achieve prove
that the hard work is worth it.

Now the UK’s market leader in retail logistics

£150m to £250m growth

One of the most successful flotations of 2014

Launched in 2003 and changed the market forever

Transformed a white goods company into an emotional brand

Helped deliver a £160m exit deal in the process.

Turnover increased by £5m in Year 1

Retail sales rose 7.6% on a like-for-like basis

£1m profit, compared to a £3.6m loss of previous year

98% sign-up to loyalty programme

Database of 30k opted-in consumers

30% increase in OP

166% increase in OP per head

Transitioned from rebate-derived to fee-based business model

New products developed and marketed in bundles to increase penetration

Our Approach

Identify & Build Growth

Take to Market

Future Proofing

Whether you are starting out, seeking to grow, or wanting to exit, we always begin with our principle of knowledge before assumption. We use truth and insight to drive strategy and inspire creativity. It is an approach that has been validated again and again.

The Methods

Our original and unique insight-led brand and business process is designed to provide our clients with strong direction. It takes a 360° view of your world and uses insights to drive strategic and creative results-driven recommendations.

We can work with you to implement our strategic and creative recommendations in a number of ways, including:

  • Marketing and campaign plan management
  • Creative concepts, design, copy, motion graphics and digital
  • Social and PR
  • Outsourced marketing resource
  • Non-executive directorships

Brands are living, breathing entities that require on-going direction and strategy management. We have two tried and tested tools that support continual growth development:

  • Brand Health
  • Brand Tracking

Our original and unique insight-led brand and business process is designed to provide our clients with strong direction. It takes a 360° view of your world and uses insights to drive strategic and creative results-driven recommendations.

Long before going to market, it’s imperative that you define, validate and articulate the point of difference of your product, service or brand. Proposition Development is a rigorous analysis of your offering and market, and leads to a robust creative strategy.

This research-driven tool has been proven time and time again to drive successful innovation development for products and services, whether new or existing.

This process enables us to identify the optimum channel and communication strategy to reach as many customers as possible to maximise success in your market

Our Approach

Identify & Build Growth

Whether you are starting out, seeking to grow, or wanting to exit, we always begin with our principle of knowledge before assumption. We use truth and insight to drive strategy and inspire creativity. It is an approach that has been validated again and again.

The Methods:

Our original and unique insight-led brand and business process is designed to provide our clients with strong direction. It takes a 360° view of your world and uses insights to drive strategic and creative results-driven recommendations.

Long before going to market, it’s imperative that you define, validate and articulate the point of difference of your product, service or brand. Proposition Development is a rigorous analysis of your offering and market, and leads to a robust creative strategy.

This research-driven tool has been proven time and time again to drive successful innovation development for products and services, whether new or existing.

This process enables us to identify the optimum channel and communication strategy to reach as many customers as possible to maximise success in your market

Take To Market

We can work with you to implement our strategic and creative recommendations in a number of ways, including:

  • Marketing and campaign plan management
  • Creative concepts, design, copy, motion graphics and digital
  • Social and PR
  • Outsourced marketing resource
  • Non-executive directorships

Future Proofing

Brands are living, breathing entities that require on-going direction and strategy management. We have two tried and tested tools that support continual growth development:

  • Brand Health
  • Brand Tracking

In Their Words

Response from our Clients.

“During the time we’ve worked with Propaganda, we’ve been continually impressed by their comprehensive brand planning and fantastic creative flair.”

Vanessa Gold, Managing Director

Ann Summers.

“Propaganda interrupts our industry thinking and brings objective counsel to our Board. It is a partnership of challenge that has delivered unquestionable rewards.”

Jonathan Allbones, Director

The Car People.

“Propaganda is a key part of our transformation. The reaction from our people, customers and even our competitors has only confirmed my initial belief that this work was a ‘must do’, not a luxury. Propaganda is a trusted strategic partner that has helped us achieve a number of important milestones in recent years.”

Steve Parkin, Chairman

Clipper Logistics.

“The insight and direction from the 360° audit gave us the courage to make the step change required, from the way we engaged both the trade and our consumers, to the way we policed our business strategy. Moreover, the implementation of regular, formal board meetings chaired and evolved over time by Julian (Kynaston) has been fundamental to delivering our business growth.”

Ken Brook-Chrispin, CEO

Seabrook Crisps.

“In a relatively short period, we have not only halted a decline in revenue but have driven up service levels, realised cost savings in every area, introduced pioneering products and won new business. If you said that Propaganda had been more than worth its weight in gold to us in the past two years, you’d be about right.”

John Catling, CEO

FMG.

FromThe Blog

What we’re seeing, what we’re thinking, what we’re liking, what we’re doing.

The Management Consultancies Association

The MCA is the representative body for management consultancy firms in the UK. In 2005, we were accepted as the organisation’s first brand consultancy. Since then, we’ve been acknowledged every year at the annual awards in a variety of categories, including of Marketing, Business Innovation, Strategy, and Best Small Firm. Propaganda people have also won Marketing Consultant of Year (twice) and Young Consultant of Year awards.

Membership of the MCA represents a bridge between the strategic and creative strands of what we do. It also gives us a voice in debates with business and government, and helps us play a role in shaping new thinking for the consulting industry.

Being a part of the MCA is a badge of quality and sets us apart from our competitors. We’re audited every year and follow a strict code of practice to ensure we continue to meet the MCA’s high standards.

Work ThatWorks

Working Here

Working here is challenging and rewarding. From day one, you’ll work alongside and learn from the team that created some of the most prominent brands of the past decade. You’ll tackle briefs for high-profile regional and national brands. You’ll extend your skills, gain valuable insights into strategic marketing, and exposure to clients at a senior level. And you’ll develop creative solutions that make a fundamental difference to clients’ businesses.

Your progression is based on how good you are – not your qualifications, age, gender or background. If you’re good, we recognise it.

We stand shoulder to shoulder with our clients to help them overcome whatever is holding their brands back. That means it can be challenging to work here. Everything we do is questioned and interrogated until we are confident that it’s right. But the rewards for you and the people who believe us make it worth every drop of sweat.

Contact Us

Key Contacts.

General.

Address.

Calls Wharf
2 The Calls
Leeds
LS2 7JU