

Smoking Gun
But this entry is about more than numbers. It’s about our commitment to becoming the world’s most effective PR agency—by fusing strategic planning, editorial excellence, and creativity that makes headlines and moves the needle. It’s about building a people-first culture with 91% staff retention, 89% client retention, and pioneering the UK’s first industry-taught PR apprenticeship. It’s about growing responsibly, turning down ill-fitting blue-chip briefs to preserve team wellbeing and client service.
With a team that’s 76% women and 19% ethnically diverse—with diverse leadership and inclusive hiring baked into our structure—we’re helping reshape what the PR industry looks like. We give back to our community, speak in schools, fund local causes and empower the next generation of talent.
We didn’t just survive 2024—we thrived. We delivered our best, most effective work yet, across the most diverse client base in our history. That’s why we believe Smoking Gun is the best agency in the UK right now.