Tangerine

Tangerine is an independent, employee-owned, and female-led agency that has distinguished itself by making ‘attention’ (capturing, converting and proving it) pay for its clients, employees, and the wider community. Known for its innovative approach to public relations and social media, Tangerine has built a reputation for developing superbrands through strategic attention-driven strategies.

In terms of financial performance, tangerine achieved an impressive 22% increase in revenue, reaching £11.6 million, after winning 10 new clients and retaining significant accounts such as Specsavers, Iceland Foods, and PPG. The agency’s commitment to its clients is evident, as many have partnered with it for over five years, leading to multi-million-pound accounts and a strong reputation in both UK and international markets.

Tangerine’s thought leadership is showcased through its proprietary research and innovative practices. The agency has invested heavily in AI and attention-driven data, resulting in findings that link brand attention to commercial growth. Its work was highlighted in Dr. Karen Nelson Field’s book, "Attention Economy: A Category Blueprint," underscoring its role as a pioneer in the field. A standout campaign for Specsavers, "Best Worst Team," not only drove 105,000 appointments but also significantly increased brand consideration among Gen Z, showcasing tangerine’s ability to connect with younger audiences through creative storytelling.

The culture at Tangerine is a significant factor in its success. With a focus on employee well-being and inclusivity, the agency boasts a low staff turnover rate of 20%, below the industry average. Its leadership, including co-CEOs Sam Gregory and Mary Harding, has fostered a generous and inclusive environment. The agency prioritizes diversity, with initiatives like its FairPlay committee and a commitment to hiring young talent through its social media apprenticeship scheme, which has created 700 jobs. Tangerine’s culture not only supports its employees but also aligns with its mission to make a positive impact on the community. — DM