W Communications

There are few PR agencies – and few industry leaders – as entrepreneurial and restless in spirit as W Communications and its charismatic founder Warren Johnson, who started the firm in 2009 and has grown it into a global creative boutique that in 2024 opened offices in  Dubai, Jeddah and Reykjavik.  All of this remains built on W’s focus on blending commerce and culture with creative entrepreneurialism, producing campaigns that reach beyond traditional PR. The agency’s anti-establishment continues to pay off, empowering employees to take ownership of their work, driving creativity and commitment throughout the organization.

In 2024, W Communications’ global revenue grew to £27 million, reflecting a 7% year-on-year growth. This success is underpinned by a strategic shift towards high-margin services, including in-house ad campaigns that attracted prestigious new clients such as Aston Martin, Tinder, and the Rugby Football Union. The agency's impressive client retention average of 3.5 years further illustrates its ability to build long-lasting relationships.

W Communications also made significant strides in thought leadership and innovation. It launched an in-house, UK-specific TV campaign for Tinder and expanded its SEO services, enhancing its clients' visibility in search engines. One of its standout campaigns, the Balloon Museum project, became the most Google-searched city-based event, drawing in over 150,000 visitors and generating £5 million in revenue. Such creative campaigns have won more than 30 industry awards, including six SABRE Awards. 

The culture at W  is characterized by inclusivity and empowerment. Transitioning to an Employee-Owned Trust (EOT) in 2024, it has ensured that all employees are stakeholders in the agency's success. This shift has been complemented by a focus on employee wellbeing, exemplified by salary increases and the introduction of a comprehensive health and wealth benefits package. The agency prides itself on gender diversity, with 70% of its workforce being female, and actively promotes social mobility through initiatives like its ‘25 by 25’ pledge to create 25 jobs outside London by 2025. — DM