Clarion

Clarion Communications may be one of WPP’s less prominent agencies, but it’s quietly setting the benchmark for integrated trade and consumer campaign work. The consumer, B2B, digital, and influencer marketing agency has offices in London and Glasgow and has spent nearly 40 years delivering commercially driven, insight-led campaigns that build brand preference in competitive markets. With a team of 60, it continues to expand its impact across sectors including FMCG, retail, and hospitality.

The agency achieved 10.5% revenue growth in 2024, with its trade division growing by 10% – driven by a strategic focus on foodservice – while its consumer division expanded by 12%. Clarion’s success was fuelled by a 75% competitive pitch conversion rate, leading to major consumer client wins that made the industry sit up and pay attention, including Cathay Pacific, Hovis and The Shard. It also strengthened its offering with the launch of four new divisions: Clarion Clout (digital PR), Foodservice, Clarion Studio, and Awards.

Clarion’s campaigns in 2024 demonstrated creativity and impact. Its ‘Rosé Degrees’ activation for Aldi, featuring a temperature-triggered rosé-dispensing billboard, generated widespread national coverage and drove a 150% boost in rosé sales. ‘Aldi’s Next Big Thing’, a Channel 4 TV series developed to showcase British suppliers, attracted 7.5 million viewers, generated over 1,200 earned media articles, and led to a second series. Meanwhile, its trade PR expertise earned retail bible The Grocer’s recognition as ‘best in class’ for crisis management, with 40% of its clients now using Clarion for crisis and issues support.

Thought leadership and innovation were key to Clarion’s strategy. It leveraged WPP’s proprietary insights and AI tools to sharpen campaign effectiveness, while its Bright Sparks initiative – a collaboration with the University of West London – helped shape Gen Z-targeted client campaigns and foster emerging PR talent.

Clarion’s people-first culture led to staff retention of 84%, with 30% of employees promoted in 2024. Initiatives such as the Clarion Compass career development framework, flexible working, and a structured training programme supported career progression and well-being. The agency maintained a strong commitment to diversity, with 74% female board representation and an active partnerships with Creative Access to attract diverse talent. — MPS