Porter Novelli

Founded in 1972 as a pioneer in social marketing, Porter Novelli has undergone something of a transformation over the past couple of years, repositioning itself as a mid-size challenger within Omnicom PR Group. In 2024, the agency moved away from its “big network” identity to become OPRG’s innovation hub, focused on data-led, entrepreneurial, and purpose-driven communications. This shift has been underpinned by a new leadership team — Sarah Hargrave (neé Shilling) was promoted to EMEA CEO in April –  structural changes, and a renewed emphasis on creativity and innovation.

Despite being a year of transition, Porter Novelli achieved single digit revenue growth and added 12 new clients, including E.ON and NerdWallet. Its existing client base, spanning healthcare, consumer, corporate, and technology, includes brands such as Merck, Bayer, Beiersdorf, and William Grant & Sons. The agency’s Innovation Engine, a 20-strong team focused on insight and creativity, has been central to its new positioning. This team has driven breakthrough work, from AI-powered audience profiling for pharmaceutical clients to social-to-earned media strategies that deliver measurable business impact.

Porter Novelli’s ‘Earnfluence’ approach played a key role in selling out Nivea Soft nationwide within hours, demonstrating the power of social listening and amplification. Its work with Iron Mountain positioned the brand as a leader in warehousing and logistics. The agency also developed a groundbreaking AI-powered patient model, AIDEN, integrating insights from over 125,000 data sources to inform drug trials and healthcare communications.

The agency’s shift to a challenger mindset extends beyond client work. Porter Novelli has invested in cultural and workplace innovation, introducing wellness benefits, flexible bank holidays, ‘Meeting-Free Fridays’, international secondments and funding for professional courses. Its Belonging Collective ensures diversity and inclusion remain central to the agency’s culture, with enhanced policies for menopause, neurodiversity, and fertility treatment. — MPS