Puzzle

Name

Puzzle

Legal name

Puzzle Contracts UK LTD

Website

https://puzzlelondon.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

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. Performance Marketing & Digital Acquisition Services: Puzzle charges retainer fees for managing paid social, paid search, display, and influencer marketing campaigns on behalf of clients. They operate on a month-to-month rolling contract basis with no minimum spend. Services include campaign management, creative production, and conversion rate optimisation across Meta, TikTok, LinkedIn, Reddit, Snapchat, Spotify, and out-of-home channels.
2. Creative & Build Services: Revenue generated from web and app design/development, UX & UI consultancy, chatbot development, and content creation projects for clients. This includes the Seemore chatbot for Ted Baker, CMS builds for Waitrose, and website builds for events like Six Day Racing London.
3. Influencer & Content Creator Management: Puzzle manages influencer and content creator campaigns for clients, co-ordinating creator-led paid strategies that combine organic content production with paid distribution amplification.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

Puzzle is an independent, social-first creative and media agency that delivers data-driven marketing services across Media (paid social, paid search, display, OOH), Build (websites, apps, chatbots, UX/UI), Games (mobile gaming environments), and Social (strategy, content, community management, influencer marketing). The agency embeds as a partner within clients' marketing teams, operating on month-to-month rolling contracts with no minimum spend.

Product overview

Puzzle is an independent digital media and creative agency offering a full-service portfolio of services including Media (data-driven strategies, paid social, paid search/PPC, display, OOH), Build (apps, chatbots, UX/UI consultancy, web builds), Games (mobile gaming environments), and Social (strategy, content creation, community management, influencer marketing). Their primary offerings are service-based rather than product-based. Notable deliverables include the Seemore AI chatbot for Ted Baker.

Differentiator

Problem solved

Functional benefit

Products and services

• Performance Marketing & Paid Media Services

Quantifiable outcome

• 18 billion impressions delivered across all client campaigns
• +14 more outcomes

Named customers13 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

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

• DeliverooflagshipStrategic or Co-development PartnerPuzzle has one of its most significant client relationships with Deliveroo, having worked with them from startup (3 people, 2 postcodes) through to a 3,000-person, 12-country international operation. Puzzle co-developed Meta's radial targeting tool with Deliveroo as the use case, and supported launches across EMEA and APAC. Puzzle is described as an 'integral partner' and 'seamless extension of the marketing team' (Leonard Picardo, Marketing Director at Deliveroo).
• Meta (Facebook)flagshipTechnology or IntegrationPuzzle worked directly with Meta's engineering team in Palo Alto to co-develop the radial targeting tool for hyperlocal advertising. This feature is now available globally to all Meta advertisers. Puzzle's work on Deliveroo was consulted by Meta when developing targeting parameters.
• AdidascoreGTM or Marketing PartnerAdidas is listed as a performance marketing client of Puzzle on the agency homepage, with Puzzle delivering paid social and performance campaigns for the brand.
• AsoscoreGTM or Marketing PartnerAsos is listed as a performance marketing client of Puzzle on the agency homepage.
• OxfamcoreGTM or Marketing PartnerOxfam is listed as a performance marketing client of Puzzle on the agency homepage.
• Channel 5coreGTM or Marketing PartnerChannel 5 is listed as a performance marketing client of Puzzle on the agency homepage.
• KlarnaflagshipStrategic or Co-development PartnerPuzzle devised and executed the award-winning 'Why Pay Interest' campaign for Klarna UK, a multi-channel effort spanning social, digital, print, and outdoor. The campaign won a Content Marketing Association award and delivered measurable awareness uplift. Puzzle worked closely with the Klarna team on strategy and creative execution.
• Cancer Research UKcoreGTM or Marketing PartnerPuzzle set up and managed the @crukraceforlife TikTok account for Cancer Research UK's Race for Life campaign, delivering 8.3 million video views, 90.4k likes, and 5.39% average engagement rate in Q2 2022.
• Waitrose & PartnerscoreStrategic or Co-development PartnerPuzzle built a custom CMS for Waitrose's international partners, replacing a manual 6-monthly Excel-based product catalogue process. The system enables visual product catalogues, real-time editing, and trending product analytics across Waitrose's international partner network.
• Ted BakercoreStrategic or Co-development PartnerPuzzle designed and built 'Seemore', an AI-powered Facebook Messenger chatbot for Ted Baker's Autumn/Winter collection, integrating with the brand's customer service ticketing system and order tracking.
• Virgin RedcoreStrategic or Co-development PartnerPuzzle designed and built a bespoke studio in their London office for Virgin Red content production, creating multiple scenario-based sets for social content that delivered 30% additional assets vs the original brief.
• Canal & River TrustminorGTM or Marketing PartnerPuzzle created 'My Stretch', a sponsorship platform allowing supporters to sponsor UK waterway stretches with photos and stories, driving over 750 sponsored stretches and facilitating an onward regular giving journey for Canal & River Trust.
• Marks ElectricalcoreGTM or Marketing PartnerPuzzle rebuilt Marks Electrical's Meta paid social strategy, achieving +364% ROAS, +26% organic ROAS, and +29.7% national awareness increase over one year.
• Madison Sports Group / Six Day Racing LondonminorImplementation/ SI/ Consulting PartnerMadison Sports Group appointed Puzzle to design, build, and launch a responsive website for the Six Day Racing London cycling event. Puzzle delivered a device-adaptive website with event video, information, blog, and historical racing archives.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Tug: Performance marketing agency specialising in paid search, paid social, programmatic and analytics for enterprise brands. Closely matches Puzzle's mid-market-to-enterprise performance-led service model.
• Croud: UK-headquartered, independent performance marketing agency offering paid media, SEO, content, and digital transformation. Closely comparable to Puzzle on geography, independent ownership, full-service performance offering, and target client profile (mid-market to enterprise).
• Brainlabs: Independent, data-led digital performance agency operating across paid search, paid social, programmatic, and SEO. Comparable to Puzzle on being an independent, performance-first agency focused on measurable outcomes for major brand clients.
• ROAST: UK-based independent performance marketing agency delivering paid media, SEO, data, and analytics for enterprise brands. Strongly comparable to Puzzle on geography, size band, and independent ownership with similar enterprise client focus.
• AnalogFolk: Independent creative digital agency with offices in London and other markets, combining brand strategy, creative, and digital production. Comparable to Puzzle on independent creative-plus-digital offering for brand clients, particularly in retail and lifestyle sectors.
• Rise: Independent performance marketing agency focused on paid media and SEO for enterprise brands. Comparable to Puzzle on independent ownership, performance-led proposition, and enterprise client base.
• Hallam: UK-based multi-award-winning digital marketing agency offering paid media, SEO, content, and web development. Closely comparable to Puzzle on UK geography, independent ownership, and full-service digital offering to mid-market and enterprise clients.

Broad incumbents

• Wavemaker: WPP-owned global media, content, and technology agency. Overlaps with Puzzle's paid media planning/buying and content capabilities but at a much larger scale and with global media investment capabilities.
• Kinesso: IPG Mediabrands' performance media and technology arm offering media activation, analytics, and programmatic across global markets. Overlaps with Puzzle's paid media capabilities but with significantly greater scale and holding-company backing.
• iProspect: Global performance marketing agency within Dentsu, focused on paid search, SEO, paid social, and content for enterprise clients. Comparable on performance marketing services but with global footprint and procurement leverage beyond Puzzle's UK-centric base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/p_zzleagency
• LinkedInlinkedin.com/company/puzzle
• Instagraminstagram.com/p_zzleagency

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Puzzle