23 Red
23red is a London-based purpose-driven creative agency, founded in 2000 and part of Capgemini Invent since 2022, that uses its proprietary 7 Steps to Behaviour Change model to deliver integrated campaigns for UK government departments, charities and purpose-led commercial brands.
- Company typePrivate
- Founded2000
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingServices
What 23 Red does
23red is a purpose-driven creative agency founded in London in 2000 that develops brands and campaigns designed to change behaviour for the better. Its services span strategic consultancy, insight and evaluation, strategy and planning, creative and campaign development, partnerships, media planning, PR and influencer, and social — delivered across paid, owned and earned channels. All campaign work is underpinned by the agency's proprietary '7 Steps to Behaviour Change' model and its 'Do.Feel.Think' philosophy, supported by academic and behavioural-science partnerships with the University of Sheffield and the Behavioural Insights Team.
The agency's core technology is therefore its behaviour-change methodology rather than a software product: structured strategy, insight generation and evaluation frameworks that link inputs to measurable outcomes (e.g., +23% blood donation registrations, 180% uplift in MP letters, 93% motivation to act on suicide prevention messaging). The agency holds ISO 9001 quality management accreditation and is Prompt Payment Code-compliant, and supplies over 90% SME partners.
23red makes money through professional-services fees on bespoke, quote-based campaigns for clients in the UK public sector (NHS, Network Rail, Department for Transport, DEFRA, Sport England, CMA), the charity sector (Samaritans, Alcohol Change UK, Migrant Help, GamCare, Octavia), and a smaller set of purpose-led commercial brands (Tesco, Morrisons). Since 2022, the agency has operated as part of Capgemini Invent, retaining its independent brand while accessing global network distribution. GTM combines enterprise field sales with a high-profile event series ('Do.Feel.Think Purpose') that anchors thought leadership and new business.
23 Red firmographics
Firmographics- Name
- 23 Red
- Legal name
- 23RED LIMITED
- Website
- https://23red.com
- Company type
- Private
- Founded year
- 2000
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- 23red is a London-based purpose-driven creative agency, founded in 2000 and part of Capgemini Invent since 2022, that uses its proprietary 7 Steps to Behaviour Change model to deliver integrated campaigns for UK government departments, charities and purpose-led commercial brands.
- Ownership category
- akta.pro rank
23 Red industry classification
Industry- Product category
- Advertising and Marketing Services
- NAICS
- Public Relations Agencies (541820)
- akta.pro primary industry
- Cause/Sustainability & Purpose-Driven Creative Agencies (MPAAAAAL)
- akta.pro secondary industries
- Nonprofit & Cause Communications (BPAFADAK), Cause, Community & CSR-Linked Sports Partnerships (Foundations, Youth Programs) (MPAKALAJ)
Keywords
Where 23 Red is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
23 Red business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D, Supply Chain
Revenue model
- Creative Agency Services: Full-service creative agency providing consultancy, strategy, creative campaigns, partnerships, media planning, PR, influencer and social services to government, charities and commercial brands for behaviour change campaigns
- Campaign Development: Development of integrated behaviour change campaigns across paid, owned and earned channels with measurable outcomes for public sector, charity and commercial clients
Go-to-market motion2 records
Distribution channels2 records
Marketing channels5 records
23 Red product offering
Product offeringCore offering
23red is a purpose-driven creative agency that develops brands and integrated behaviour change campaigns for government, charities and commercial clients. It combines strategic consultancy, insight and evaluation, creative development, partnerships, media planning, PR, influencer and social services to shift audience behaviour on health, safety, equality, sustainability and social issues. Its work is underpinned by the proprietary 7 Steps to Behaviour Change model and the Do.Feel.Think philosophy, delivered across paid, owned and earned channels in the UK and internationally.
Product overview
23 Red is a purpose-driven creative agency, part of Capgemini Invent, offering a unified suite of creative and strategic services built around its Do.Feel.Think philosophy and proprietary 7 Steps to Behaviour Change model. The agency's integrated service portfolio spans Strategic Consultancy, Insight and Evaluation, Strategy and Planning, Creative and Campaigns, Partnerships, Media Planning, PR and Influencer, and Social modules—all designed to work together to deliver behaviour change campaigns across paid, owned and earned channels for clients in health, government, charities and commercial sectors.
Differentiator
Problem solved
Functional benefit
Products and services
- 23red Creative Agency Full-service purpose-driven creative agency developing brands and behaviour change campaigns for clients in government, charities and commercial sectors across the UK and internationally.
Quantifiable outcome
- 78m paid impressions with 64% of women reached saying the campaign made being active feel possible
- +4 more outcomes
Companies that use 23 Red
Customer profileNamed customers12 records
Segments3 records
Ideal customer profiles3 records
23 Red technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
23 Red partnerships and signals
Strategic signalPartnerships
31 partnerships are on record, tiered flagship, core and minor.
- Capgemini Inventflagship23red joined Capgemini Invent and frog in 2022, becoming part of a global network spearheading end-to-end solutions better for people and planet. The agency operates as a separate brand while benefiting from the network's scale and capabilities.
- frog (UK)coreIn the UK, 23red is partnered with frog, also part of Capgemini Invent, providing additional capacity and competencies to meet increasing demand for sustainability and purpose-driven customer-first services. Together they leverage creativity, strategy, design and data.
- DisneycoreWorld-first partnership between Change4Life and Disney for 10-Minute Shake Ups campaign, creating Disney-inspired games to encourage children's physical activity. Partnership has continued for over 10 years.
- OgilvyOneminorCollaboration partner for Change4Life 10-Minute Shake Ups campaign
- M&C SaatchiminorCollaboration partner for Change4Life 10-Minute Shake Ups campaign
- CaratminorMedia planning partner for Change4Life 10-Minute Shake Ups campaign
- KantarminorResearch partner for Change4Life 10-Minute Shake Ups campaign
- Fully FocusedminorYouth-led social enterprise production company that co-created the '18' short film with secondary school students for Network Rail rail safety campaign
- Chris BishopminorArtist who created the 'Power of Words' exhibition featuring real-life stories for Samaritans Small Talk Saves Lives campaign at London Bridge station
- Chasing the StigmacoreCharity partner running Hub of Hope mental health support app, partnered with Network Rail for Brighter Journeys mental health campaign
- The Poetry ProjectminorDeveloped nature-inspired poems printed on seeded leaflets for Network Rail Brighter Journeys campaign
- Professor Thomas Webb (University of Sheffield)coreAcademic partnership for research on intention-action gap across health, finance and sustainability sectors. Research presented at agency breakfast event.
- Behavioural Insights Team (BIT)corePartnership exploring entertainment in behaviour change, with shared belief in power of entertaining content underpinned with rigorous behaviour change principles
- CreativebriefminorIndustry partner for events hosting and content collaboration, including hosting panel discussions at agency events
- OctaviacoreLondon-based charity chosen by 23red employees, helping connect people affected by unemployment, ill health and social isolation, and supporting young people's creative skills development through Base Productions youth production company
- Clear ChannelcorePartnership for Dynamic Blood Appointment digital OOH campaign deploying nudge theory techniques to encourage blood donation
- Dylan CollardminorRenowned photographer who created striking portraits of real-life blood recipients for NHSBT Dynamic Blood Appointment campaign
- MorrisonscoreStrategic partnership placing NHS cancer awareness messages on Morrisons own-brand Nutmeg underwear care labels for Be Body Aware campaign
- TescocorePartnership to launch first ever This Girl Can branded activewear range, available in 264 stores nationwide at affordable price point
- StravacorePartnership for This Girl Can 'Make Your Comeback' challenge in-app, helping previously active women return to regular activity through 4-week challenge
- Creative EqualsminorSupport for Creative Equals' Accelerate programme mentoring ethnic minority staff into leadership roles
- Base ProductionsminorOctavia's Youth Production company through which 23red developed pioneering internship scheme
- Advertising UnlockedminorIndustry initiative opening up advertising industry to school leavers, supported by 23red
- Career ReadyminorIndustry initiative supported by 23red to open up creative careers to young people
- Taylor Bennett FoundationminorCharity supported by 23red to open up PR and communications industry to black and minority ethnic graduates
- House of OdditiesminorPart of TGC Collective with MMC for This Girl Can Belonging Starts with Inclusion campaign
- MMCminorPart of TGC Collective with House of Oddities for This Girl Can Belonging Starts with Inclusion campaign
- County Football AssociationcorePartnership for We Salute You safe driving campaign leveraging football passion point for young male drivers
- LockedIn RecruitmentminorFake recruitment agency created for Unfair Jobs Fair campaign to expose modern slavery - extended to job roles on recruitment sites and LinkedIn
- WRAPcoreClient partnership for Guardians of Grub campaign tackling food waste in hospitality sector, galvanising industry professionals to change behaviours
- Angellica BellcoreConsumer champion fronting CMA Online Rip-off Tip-off campaign hero film to help consumers identify misleading online practices
Scale indicators5 records
Recent moves7 records
Expansion highlights5 records
23 Red competitors and assessment
Company assessmentBroad incumbents
- Wieden+Kennedy London: Independent (within Omnicom) London creative agency producing award-winning work for brands and public-interest causes. Comparable creative calibre and willingness to take on purpose-driven briefs, though more brand-led than 23red's public-sector focus.
- AMV BBDO: One of the UK's largest full-service creative agencies (BBDO network), producing high-profile public-interest campaigns including Government and NHS work. Comparable as a competitor on large public-sector behaviour-change pitches, though broader in scope than 23red's purpose focus.
- Ogilvy UK: WPP-owned global creative and PR network running purpose, social impact and behaviour-change campaigns for government and corporate clients in the UK. Comparable in addressing the same public-sector and cause-driven client briefs, with substantially greater scale.
- Saatchi & Saatchi: Iconic global creative network with significant public-sector and behaviour-change work in the UK. Comparable as competitor on major government and charity briefs, though much broader portfolio and integrated media/data capabilities than 23red's specialist offering.
- MullenLowe Group UK: Global purpose-led creative network with strong public-sector and CSR credentials (Proximity London). Comparable in targeting behaviour-change and cause-driven briefs for government and NGOs, but operating at substantially larger scale within a holding company structure.
Direct peers
- The Good Agency: Independent London-based purpose-driven creative and communications agency serving charities, government and brands with social-impact campaigns. Closely comparable to 23red in mission, client mix (charities, public sector, purpose-led brands) and behaviour-change/sustainability focus.
- Forster Communications: UK independent communications agency specialising in behaviour-change, public health and social-purpose campaigns for charities and government. Direct comparable to 23red in mission, methodology and primary client segments, competing for many of the same NHS and charity pitches.
- Mother London: Independent London creative agency producing award-winning work across culture, public-interest causes and commercial brands. Comparable in size, creative ambition, London base and willingness to tackle behaviour-change briefs for charities and government.
- Lucky Generals: London independent creative agency known for purpose-led campaigns and partnerships with brands such as Tesco. Closely comparable in independent London agency positioning, behaviour-change and brand-partnership model, and emphasis on commercial creativity with social impact.
Emerging players
- The&Partnership: Independent global creative and media network with growing purpose and behaviour-change practice, including partnerships with media owners. Comparable creative approach and willingness to integrate media planning into campaigns, though more diversified across sectors than 23red.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
23 Red social profiles
Digital presence23 Red compliance and trust
Trust signalCompliance2 records
23 Red financial estimates
Financial estimateRevenue estimate
Valuation estimate
23 Red leadership team
Management profileNumber of profiles
Profiles11 records
23 Red funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
23 Red M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about 23 Red
What does 23 Red do?
23red is a purpose-driven creative agency that develops brands and integrated behaviour change campaigns for government, charities and commercial clients. It combines strategic consultancy, insight and evaluation, creative development, partnerships, media planning, PR, influencer and social services to shift audience behaviour on health, safety, equality, sustainability and social issues. Its work is underpinned by the proprietary 7 Steps to Behaviour Change model and the Do.Feel.Think philosophy, delivered across paid, owned and earned channels in the UK and internationally.
Is 23 Red a public or private company?
23 Red is a private company. It is classified as corporate owned and is currently operating.
When was 23 Red founded?
23 Red was founded in 2000. It employs 11 to 50 people.
Where is 23 Red based?
23 Red is headquartered in London, United Kingdom, in the Europe region.
How does 23 Red make money?
Two revenue lines are on record. Creative Agency Services are the primary driver. The others are campaign Development.
Who are 23 Red's main competitors?
Broad incumbents on record are Wieden+Kennedy London, AMV BBDO, Ogilvy UK, Saatchi & Saatchi and MullenLowe Group UK. Direct peers are The Good Agency, Forster Communications, Mother London and Lucky Generals. The&Partnership is listed as an emerging player.
Does 23 Red have an API?
No public API is recorded for 23 Red.
What industry is 23 Red in?
23 Red's product category is Advertising and Marketing Services. Its primary akta.pro industry code is MPAAAAAL, Cause/Sustainability & Purpose-Driven Creative Agencies, with a secondary code of BPAFADAK, Nonprofit & Cause Communications. Its NAICS code is 541820.