Shook

Launched in 2020 by former Mischief head of insight and strategy Gemma Moroney and executive creative director Damon Statt, Shook started with a mission to “make work that shakes the world” and has carved out a reputation as one of the newer independent creative agencies to watch in the UK. Shook’s model of combining insights from Stanford’s behaviour design model with earned-first creative thinking to turn brand goals into audience action has propelled industry recognition, including PRCA New Consultancy of the Year in 2024.

Despite challenging market conditions, Shook has continued its upward trajectory, growing fee income to £845,000 in 2024, with a client roster that includes Cunard, the National Trust and UK for UNHCR. The agency also punched above its weight in pitches, competing alongside much bigger firms and winning clients including Cancer Research UK and wellness brands exercise equipment and fitness firm iFIT + NordicTrack and frozen meal delivery service Field Doctor.

Shook’s standout work this year demonstrates its ability to blend creative storytelling with measurable impact. Its ‘Cuppa Hope’ campaign for UK for UNHCR used Britain’s love of tea to create meaningful conversations between refugees and the public, increasing support for the cause by 23%. For fantasy football game Sorare, the agency tapped into England football fans’ competitive instincts by recruiting Harry Redknapp as ‘The Best Manager England Never Had’, delivering 42,500 sign-ups, more than double the target. Meanwhile, its ‘Britain’s Biggest Fraudster’ campaign for Material Focus tackled concerns about e-waste and data security, driving a 71% increase in website impressions and an 182% rise in postcode locator conversions.

The agency has also focused on building an inclusive and dynamic culture. Its Festival Fund encourages employees to celebrate diverse cultural events, while partnerships with the charity Joined Up Thinking provide paid work experience for young people from underrepresented backgrounds, one of whom is now a full-time employee. The agency also launched an industry-first Black Friday sale, offering brands the chance to buy “unused but world-shaking ideas” at discounted rates, with one campaign leading to a 30% increase in charity donations.— MPS