Smoking Gun

While many played it safe in 2024, Manchester-headquartered Smoking Gun broke boundaries. We grew fee income by 60%, secured landmark clients like Philips, PG Tips and ADT, and delivered industry-defining work—like a 900% market share uplift for Philips Airfryers through earned-first creativity, without a penny of ATL.

But this is more than commercial success. It’s about proving that the most effective, innovative PR doesn’t need a London postcode. We launched our Intention Unit, blending strategy, editorial and channel thinking to build standout brand platforms. We created a new B2B division now accounting for 40% of agency income. And we turned down global clients that didn’t fit, to protect our people and principles.

With 91% staff retention and 89% client retention, our team-first culture powers everything. We champion Northern talent, not only through enhanced benefits and development plans, but by launching the UK’s first industry-taught PR apprenticeship, now on its third cohort.

We’re proudly diverse: 76% of our team are women, 19% are from ethnic minority backgrounds, and our SLT reflects that same representation. Our community impact includes pro bono charity work, donating 1% of profits locally, and mentoring the next generation.

Smoking Gun is proof that world-class PR doesn’t come from postcode prestige—it comes from purpose, people and powerful ideas. In 2024, we didn’t just hold our ground outside the capital—we redefined it.