Lynn

Lynn, founded a little over five years ago by Shayoni Lynn, former communications manager for Cardiff University and associate lecturer at its School of Journalism, Media & Culture, is younger and smaller than most of the firms on this list, but what really sets it apart is the way it thinks. The firm is firmly rooted in data and analytics—something many agencies claim but few infuse into every aspect of operations the way Lynn does—and believes that all effective communications should be rooted in behavioural science and drive measurable behaviour change.

As a result, Lynn has crafted a number of campaigns—many of them in the public health arena—that have delivered exceptional real-world impact: a 131.5% increase in self-referrals to mental health services in just eight weeks; a 77.8% improvement in Covid-19 vaccine take-up among key audiences in four weeks; widespread adherence to a new national default speed limit in its native Wales, leading to 32% reduction in causalities in six months from policy roll-out. 

In 2021, Lynn created the UK’s first commercial counter-misinformation unit for the PR and communications industry. The Misinformation Cell now sits at the forefront of applied misinformation strategy, translating the latest academic research into actionable solutions for clients worldwide. With a focus on mitigating real-world harm, the Cell has partnered with organisations such as the World Economic Forum and the Cabinet Office and has invested considerable time and resources in pro-bono services, including support for Ukraine countering Russian disinformation and a rapid investigation into the UK riots in August 2024.

The firm delivers campaigns based on its proprietary Lynn Framework, which draws on strategic communications, behavioural science, and misinformation research and relies on experimentation (including field and lab trials)  to produce unique and effective campaigns. Its consultants are often commissioned independently for research and evaluation, and have run several pioneering studies across the UK, including most recently the UK’s first experimental study to develop persuasive narratives to promote net zero to national, regional, and local audiences.--PH