Smoking Gun

What Smoking Gun does

Smoking Gun is a Manchester-headquartered PR, social media and creative agency founded in 2010, operating in the UK with claimed service reach across Europe and globally. The firm serves B2C and B2B clients across twelve verticalised sectors including consumer electronics (Philips), travel and leisure (Alton Towers Resort, Virgin Holidays, easyHotel), retail (American Golf, Eurocamp), food and beverage (PG Tips), government and emergency services (Blue Light Card, North West Ambulance Service), and financial services (Aptia). Its service portfolio spans communications strategy, PR and reputation management, digital PR, social media marketing, influencer marketing, TikTok marketing, content creation, measurement and evaluation, data and insights, media training, crisis communications, corporate profiling, and GEO (Generative Engine Optimisation).

The agency's core technology and intellectual property centres on 'The Intention Unit,' an in-house strategic planning division that runs a documented 'Intention to Impact' programme to translate commercial objectives into integrated multi-channel campaigns. A more recent capability is GEO, an earned-first methodology for placing client brands within trusted editorial sources that large language models and AI-powered search systems rely on when generating answers. The agency has accumulated over 100 peer-judged industry awards, including nine AMEC Awards for effectiveness, and positions itself around business-outcome metrics (sales lift, market share, penetration) rather than reach or engagement.

Smoking Gun operates a professional services revenue model on quote-based, project and retainer arrangements with no publicly disclosed pricing. Its go-to-market is sales-led, winning mandates through competitive pitches, award recognition, and documented case-study outcomes. The firm is privately held with no disclosed external funding, managed by a leadership team including Managing Director Rick Guttridge, Strategy Director Hayley Peters, and Chief Storyteller Carl Stroud. Headcount is in the 11-50 range, with talent development supported through a strategic apprenticeship partnership with the Juice Academy.

Name

Smoking Gun

Legal name

Smoking Gun Interactive Inc.

Website

https://smokinggun.agency

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Smoking Gun is a Manchester-based PR, social media and creative agency serving B2B and B2C clients across consumer electronics, travel, retail, food and beverage, financial services and government sectors, delivering integrated communications strategy, earned media, social, influencer and GEO services tied to measurable business outcomes.

Ownership category

akta.pro rank

Product category

Public Relations & Communications Services

NAICS

Public Relations Agencies (54182), Advertising Agencies (541810)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Technology & B2B PR (BPAFADAI)

akta.pro secondary industries

Reputation Management & Online PR (BPAFADAN), Technology & B2B PR (MPAAADAC), Reputation Management & Executive Thought Leadership (MPAAADAK), B2B / Account-Based Marketing (ABM) Strategy Consulting (MPAAAFAM)

Keywords

• Public relations services
• Social media marketing
• Digital PR services
• Influencer marketing
• Communications strategy

Headquarters

HQ city

Manchester

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. PR and Communications Services: Professional services revenue from providing PR, reputation management, digital PR, social media marketing, influencer marketing, content creation, and communications strategy services to B2B and B2C clients.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

Smoking Gun is a Manchester-based PR, social and creative agency that delivers communications strategy, media relations, digital PR, social media marketing, influencer marketing, content creation, GEO (Generative Engine Optimisation), crisis communications, media training, and corporate profiling services to B2B and B2C clients across multiple sectors. The agency operates an in-house strategic planning division called The Intention Unit that uses its 'Intention to Impact' programme to translate business objectives into integrated campaigns measured by commercial outcomes such as sales, market share and brand metrics.

Product overview

Smoking Gun is a Manchester-based PR and social media agency offering integrated communications services. The agency operates as a single-service business rather than a platform-plus-modules architecture. Their core offerings include Communications Strategy (via The Intention Unit strategic division), PR & Reputation Management, Digital PR, GEO (Generative Engine Optimisation), Social Media Marketing, Influencer Marketing, TikTok Marketing, Content Creation, Measurement & Evaluation, Data and Insights, Media Training, Crisis Communications, and Corporate Profiling. The agency serves clients across multiple sectors including B2C, B2B, Tech, Travel & Leisure, Food & Drink, Health & Fitness, Retail, Property, Financial Services & Fintech, Automotive, Mother & Baby, and Homes & Interiors. The agency is recognised with nine AMEC Awards for effectiveness and focuses on delivering tangible business results including sales, market share, and brand metrics rather than vanity metrics.

Differentiator

Problem solved

Functional benefit

Products and services

• Communications Strategy Research-led communications strategy service that uses the 'Intention to Impact' programme to deliver clear direction, creative ideas, and integrated multi-channel campaigns aimed at measurable commercial outcomes for brands.
• PR & Reputation Management Media relations and earned media service that builds brand reputation and manages public perception through strategic storytelling, news generation, and media outreach for consumer brands, B2B companies, and public sector organisations.
• Digital PR Digital public relations service that leverages media relations to earn high-quality links, assert authority, and influence AI large language models alongside traditional media coverage.
• GEO (Generative Engine Optimisation) Specialist service that makes brands visible within AI-generated answers from large language models and AI-powered search environments by placing brands within trusted editorial sources, expert content, blogs, forums, product round-ups, and reviews that AI systems draw from for generating recommendations.
• Social Media Marketing Data-first social media campaigns combining creative storytelling with emotional connection and memorability for brand audiences across social platforms.
• Influencer Marketing Creator storytelling campaigns that leverage influencer partnerships to reach target audiences through authentic, engaging content collaborations.
• TikTok Marketing Specialist TikTok marketing services reaching younger demographics through trending content, TikTok Duets, and platform-specific influencer partnerships.
• Content Creation Production of compelling stories and memorable digital content including video production, photography, social media content, and campaign creative assets for brand campaigns.
• Measurement & Evaluation Campaign performance measurement focused on business outcomes including sales, penetration, and market share rather than vanity metrics like reach or engagement.
• Data and Insights Analytics and insights services that inform campaign strategy and measure commercial impact by analysing structured data for clients.
• Media Training Training service that prepares executives and spokespeople for media appearances, interviews, and press handling.
• Crisis Communications Crisis communication service that manages brand reputation during challenging situations, negative publicity, and sensitive organisational issues.
• Corporate Profiling Executive profiling and personal branding service that positions company leaders as industry thought leaders through media relations and LinkedIn visibility.

Quantifiable outcome

• Philips airfryer: 900% market share growth YOY
• +5 more outcomes

Named customers14 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature2 records

Partnerships

Six partnerships are on record, tiered minor and core.

• Bumblebee Conservation SocietyminorStrategic or Co-development Partner · 1 January 2023Interflora partnered with the Bumblebee Conservation Society for a 'bumblebee saving bouquet' story during the Interflora World Cup, as the society was speaking at the event.
• Juice AcademycoreStrategic or Co-development PartnerSmoking Gun partners with the Juice Academy, a pioneer in industry-led apprenticeship programs that has trained over 600 apprentices and supported 500+ businesses. Together they deliver a PR & Communications Level 4 apprenticeship programme lasting 12-18 months, combining hands-on agency experience with formal qualifications.
• Black British GolferscoreStrategic or Co-development PartnerAmerican Golf partnership with Black British Golfers organization to support and sponsor groups actively working to diversify the sport of golf as part of the Game Changers inclusion initiative.
• Out2Golf (LGBTQ+)coreStrategic or Co-development PartnerAmerican Golf partnership with Out2Golf, an LGBTQ+ golfing organization, supporting inclusion in golf as part of the Game Changers campaign to challenge perceptions of exclusivity in the sport.
• Hellmans, Marmite, Pret, ItsuminorGTM or Marketing PartnerPhilips airfryer campaign partnered with beloved food brands including Hellmans, Marmite, Pret, and Itsu for content collaborations and brand partnerships.
• Variety, the Children's CharityminorStrategic or Co-development PartnerAmerican Golf received pro bono PR support from Smoking Gun for Variety, the Children's Charity, gaining association with a respected national charity and invitations to major networking events including the prestigious Variety Awards.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• BJL Group: Manchester-based integrated PR, social and creative agency of comparable size, serving both B2B and B2C clients across the UK. Closely matched on geography, service mix and mid-market positioning.
• Citypress: Manchester-headquartered PR and communications agency operating across consumer and corporate clients. Direct regional peer with similar service breadth and enterprise client profile.
• Taylor Herring: London-based creative PR and social media agency known for bold consumer campaigns and award-winning work. Direct competitor for the same UK B2C PR and influencer briefs that Smoking Gun pursues.
• Hope&Glory: Independent UK PR and social agency with a strong consumer and corporate client base. Comparable mid-sized independent peer competing for similar enterprise mandates.
• W Communications: UK consumer and corporate PR agency with a similar integrated earned-social-content offer. Comparable size and client profile across B2B and B2C briefs.
• Halpern: Manchester-based PR and social media agency operating across consumer and corporate clients. Direct regional peer with overlapping service mix and talent pool.

Broad incumbents

• Edelman: Global PR and communications network with a London flagship and a strong AMEC-recognized measurement culture. Competes for the same enterprise retainers Smoking Gun pursues but with much larger scale and multi-market delivery.
• FleishmanHillard: Global PR network with deep UK operations and integrated earned-paid-owned capabilities. Competes with Smoking Gun for large consumer and corporate briefs but at significantly greater scale.
• Ketchum: Global communications network with established UK operations and measurement-led practice. Overlaps with Smoking Gun on enterprise PR, social and influencer briefs but operates at network scale.
• Havas Red: Global PR and communications agency within the Havas network, with strong earned-media and consumer credentials. Competes for the same enterprise consumer and corporate communications mandates as Smoking Gun, but with broader geographic and capability reach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/SmokingGunPR
• YouTubeyoutube.com/SmokinggunprCoUk
• LinkedInlinkedin.com/company/881019
• Instagraminstagram.com/smokinggunagency
• Facebookfacebook.com/SmokingGunPR

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Smoking Gun