THG Studios

What THG Studios does

THG Studios is a creative marketing and content production agency operating as a subsidiary of THG (The Hut Group), headquartered in Manchester (Altrincham) with a London office. The company serves global enterprise consumer brands across entertainment, retail, food and beverage, supplements, fashion, and sports media — including Disney, ASDA, Myprotein, Topshop, Toblerone, and PayPal — with end-to-end services spanning brand strategy, creative development, photography, videography, set build, styling, integrated digital marketing (performance, programmatic, lifecycle), social-first video, and influencer marketing via its THG Society partnership. Its innovation sub-brand iLabs develops proprietary AI-powered creative technology including Virtual Production, Virtual Fusion (AI-blended photography), AI Backgrounds, and iGen AI image generation. Notable technical achievements include the world-first AI-driven immersive shoppable catwalk 'Runway to the Future' (WRCA-certified, February 2026), where 85% of Topshop's collections were purchasable in real-time through a bespoke app.

The business model is professional services on a time-and-materials basis with quote-based pricing on multi-year contracts. Revenue streams include creative services, integrated digital marketing solutions, corporate away day packages at the SMASH padel studio (a new 2025 offering), and a freemium iGen AI image creation service. THG Studios maintains ISO 27001 and PCI DSS certifications and is backed by THG Ingenuity's proprietary technology, data, and user-research infrastructure, as well as a major Google Cloud partnership announced in October 2025 targeting brands in Europe and the US. The company is positioned at the intersection of creative production, AI tooling, and live commerce, with distribution via direct enterprise sales, industry reputation, and showcase case studies.

Name

THG Studios

Legal name

FIC Shareco Limited

Website

https://thgstudios.com

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

101–250 employees

Short description

THG Studios is a Manchester-based creative marketing and content production agency and subsidiary of THG (The Hut Group), serving global enterprise consumer brands with end-to-end creative, production, digital marketing, and proprietary AI-powered content technology under its iLabs innovation division.

Ownership category

akta.pro rank

Product category

Creative Marketing Services

NAICS

Advertising Agencies (541810), Motion Picture and Video Production (51211), Motion Picture and Video Production (512110), Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (7114)

SIC

Services-Advertising Agencies (7311), Services-Motion Picture & Video Tape Production (7812), Services-Mailing, Reproduction, Commercial Art & Photography (7330)

akta.pro primary industry

Integrated Full-Service Creative Agencies (MPAAAAAA)

akta.pro secondary industries

Content Production (Video, Design, Copy, Studio) (BPAFAAAF), Content Studio & Creative Resourcing (In-house/Embedded Teams) (BPAFAIAJ), Creator Talent Management & Representation (MPAAAHAB)

Keywords

• Creative marketing services
• Content production agency
• Brand strategy consulting
• Digital marketing solutions
• AI content creation

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Creative Services and Content Production: Time and materials based creative marketing and content production services including brand strategy, creative campaigns, photography, videography, set build, and styling. Pricing calculated according to company's standard fee rates as set out in quotations.
2. Integrated Digital Marketing Solutions: Performance marketing services spanning Search, Social and Affiliates, Programmatic and Display across multiple channels, and Lifecycle Marketing to drive customer acquisition and long-term growth.
3. Corporate Away Day Packages: Immersive sports experiences and team building packages at SMASH padel studio featuring Google Cloud technology for real-time game analysis. Designed for team building and strategic planning.
4. iGen AI Free Trial: AI image creation service offered as a free trial to brands looking to experiment with AI in a low-risk, high-impact environment.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

THG Studios is a creative marketing and content production agency that delivers brand strategy, creative campaigns, photography, videography, set build, styling, integrated digital marketing, and AI-powered content creation for global enterprise brands. Operating from one of the largest state-of-the-art creative studios in Europe, the agency combines insight, brand storytelling, and proprietary AI technology through its iLabs division to produce campaigns for clients such as Disney, ASDA, Myprotein, Toblerone, and Topshop. Revenue is generated through project-based professional services engagements quoted on a time-and-materials basis.

Product overview

THG Studios operates as a creative marketing and content production agency offering a comprehensive portfolio of services centered around brand storytelling and content creation. The core offering includes Strategy, Creative & Production, Photography, Integrated Digital Marketing Solutions, Social-First Video, and Influencer Services through THG Society partnership. Innovation-focused sub-brand iLabs provides AI-powered capabilities including iGen image creation, Virtual Production, and Virtual Fusion for AI-enhanced photography. The company also offers specialized corporate experiences through SMASH padel studio packages. Key campaigns span Disney Store rebranding, The Overlap football media hub, Toblerone Christmas campaigns, ASDA viral marketing, and Myprotein Deal Genius. Recent innovation includes Runway to the Future AI-driven shoppable catwalk events with Front Row AI app, positioning THG Studios at the intersection of fashion, AI, and live commerce.

Differentiator

Problem solved

Functional benefit

Brands

• iLabs: Innovation division of THG Studios focused on AI-powered creative production, virtual production, and intelligent content creation. Features specialisms including Virtual Production, Virtual Fusion, and AI Backgrounds.
• THG Society

Products and services

• THG Studios Creative Agency Full-service creative marketing and content production agency delivering strategy, creative campaigns, content creation, photography, videography, and integrated digital marketing for global enterprise brands.

Quantifiable outcome

• £90m revenue generated from £80k Myprotein campaign
• +4 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability7 records

Feature5 records

Partnerships

Six partnerships are on record, tiered flagship, core and minor.

• TopshopflagshipStrategic or Co-development Partner · 26 February 2026Topshop and THG Studios collaborated on the world's first AI-driven immersive shoppable catwalk 'Runway to the Future'. The event featured 85% of Topshop and Topman collections available for purchase in real-time through a bespoke app built by THG Ingenuity.
• PayPalcoreGTM or Marketing Partner · 26 February 2026PayPal served as headline sponsor for the Runway to the Future world record AI-driven shoppable catwalk event.
• Google CloudcoreTechnology or Integration · 26 February 2026Technology partner for the Runway to the Future event, providing cloud infrastructure and AI technology support including virtual try-on experiences.
• University of Salford and Manchester Metropolitan UniversityminorStrategic or Co-development Partner · 26 February 2026Students from University of Salford and Manchester Metropolitan University designed and presented the finale of the Runway to the Future event.
• Google CloudcoreTechnology or Integration · 22 October 2025THG Ingenuity announced major collaboration with Google Cloud to integrate AI and data analytics into its commerce and fulfilment platform, including migration to Google Cloud infrastructure. Partnership aims to enhance ecommerce services such as demand forecasting and personalised recommendations, targeting brands in Europe and the US.
• THG SocietycoreStrategic or Co-development PartnerUnique partnership with THG Society, an influencer, social and events agency. THG Studios can find perfect influencers to match client brands through their extensive catalogue of well-known names, with great links for social push.

Scale indicators6 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• UNIT9: London-based production and experience studio specializing in interactive, immersive, and AI-driven brand experiences; closely comparable on innovation/experiential marketing axis.
• Framestore: World-leading VFX, virtual production, and immersive content studio with in-house production capabilities for global brands — directly comparable on the production technology axis (virtual production/LED volumes).
• Wieden+Kennedy: Globally recognized independent creative agency producing award-winning campaigns, content, and experiences for major brands across categories including fashion, retail, and FMCG.
• Anomaly: Independent creative agency combining brand strategy, content production, and digital innovation for global brands; comparable full-service model and cultural-impact positioning.
• BBH (Bartle Bogle Hegarty): Heritage London creative agency known for iconic campaigns and production quality; comparable premium creative positioning and roster of global consumer clients.
• Mother London: Independent London creative agency of similar scale producing integrated campaigns, content, and brand storytelling for global consumer brands — closely comparable business model and client base.
• Uncommon Creative Studio: London-based independent creative studio known for bold integrated campaigns and brand-building work for major consumer brands, overlapping directly with THG Studios' core offering.
• AMV BBDO: Large London creative agency within the Omnicom network producing integrated advertising, content, and production work for global brands; comparable scale and full-service scope.

Broad incumbents

• MediaMonks (S4 Capital / Monks): Global content production and digital marketing services company with heavy investment in AI-powered production; overlapping capability set across content, creative, and technology-enabled marketing services.
• Accenture Song: Global creative, technology, and commerce services arm of Accenture; competes with THG Studios on integrated campaigns and commerce-enabled creative at much larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/thg-studios
• Instagraminstagram.com/thgstudios

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 THG Studios