What The Maverick Group does

The Maverick Group is an independent, founder-led integrated marketing and communications agency headquartered in London, United Kingdom, with additional offices in Bonn, Germany and Christchurch, New Zealand. Founded in 2000 by Carron Edmonds and Owen Rees, the agency employs over 65 professionals and operates as Maverick Advertising & Design Ltd, a privately held UK company with no external institutional investment or public listing.

The agency's core offering is built around its proprietary InsideOut Marketing framework (a registered trademark), which integrates internal employee engagement and culture development with external brand communications across B2B and B2C channels. Services span strategy, creative, digital, film production, PR, internal engagement, social and influencer marketing, translation, content marketing, synthetic research, and a dedicated Technology Solutions unit focused on AI adoption for clients. Notable client engagements include DHL (since 2002, spanning the global Certified International Specialist programme across 600,000 employees), Coca-Cola (Never Settle platform across 26 European markets), LEGO (sustainability communications), Adecco (CEO for One Month recruitment campaign), Pinewood.AI (global technology brand launch), and The Felix Project (pro-bono fundraising work).

The business model is professional services-based, generating revenue through enterprise project engagements and long-term retainers delivered under a single integrated team structure. The go-to-market is direct enterprise sales targeting large global brands across the UK, US, Europe, and the Middle East. Pricing is quote-based and not publicly disclosed. The agency has received multi-award recognition including Top 10 Independent Agency status and has not pursued M&A, funding rounds, or external capital, remaining entirely founder-owned and operated.

Name

The Maverick Group

Legal name

Maverick Advertising & Design Ltd

Website

https://maverick-group.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

51–100 employees

Short description

The Maverick Group is an independent, London-based integrated marketing and communications agency of 65+ professionals, serving global enterprise clients across logistics, consumer goods, automotive, and charity with strategy, creative, digital, film, PR, and AI-enabled services built around its proprietary InsideOut Marketing framework.

Ownership category

akta.pro rank

Product category

Integrated Marketing and Communications Services

NAICS

Public Relations Agencies (541820), Media Buying Agencies (54183)

SIC

Services-Advertising (7310), Services-Advertising Agencies (7311)

akta.pro primary industry

Nonprofit & Cause Communications (BPAFADAK)

akta.pro secondary industries

Cause Marketing & Co-Promotions (BPAFAMAK), Branded Documentary / Nonfiction (Corporate & NGO) (MPADADAK)

Keywords

• Integrated marketing agency
• Brand communications services
• Digital transformation consulting
• Internal engagement programmes
• Creative production services

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Marketing and Communications Services: Full-service marketing agency providing strategic and creative services including brand development, internal engagement, B2B and B2C communications, digital marketing, film production, and PR. Revenue generated through professional services engagements with enterprise clients.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

The Maverick Group is a full-service independent marketing and communications agency that designs and delivers brand, advertising, digital transformation, internal engagement, film production and PR solutions for enterprise clients. Its work is unified under its proprietary InsideOut Marketing framework, which links internal culture and employee engagement to external brand experience.

Product overview

The Maverick Group is an integrated independent marketing and communications agency that offers a comprehensive suite of services organized around their proprietary InsideOut Marketing philosophy. Their core offering combines strategy, creative, digital, film, PR, and technology services under one umbrella. The group specializes in transforming brands through internal engagement, culture development, B2B and B2C communications, and AI-enabled marketing solutions. Services include: InsideOut Marketing (their proprietary framework), Strategy, Creative, Digital, Film Production, PR, Client Services, Technology Solutions, Internal Engagement, Social & Influencer, Translation, Content Marketing, and Synthetic Research. The agency also offers a specialized Technology Solutions unit that helps clients navigate AI implementation.

Differentiator

Problem solved

Functional benefit

Products and services

• InsideOut Marketing Proprietary business philosophy and practical framework that delivers commercial impact by aligning organisational culture and employee engagement with external brand and customer experience, organised around five pillars: Clear Vision, Aligned Strategy, Strong Culture, Talent Development and Bulletproof CX.
• Strategy Services Strategic planning and consulting services that help brands define positioning, messaging and marketing approach.
• Creative Services Creative development including visual design, copywriting and campaign creative for advertising and marketing initiatives.
• Digital Services Digital marketing capabilities including online advertising, web development and digital strategy.
• Film Production Video and film production services for advertising campaigns, branded content and corporate communications.
• PR Services Public relations, media relations and external communications services for automotive and other clients.
• Technology Solutions Technology consulting unit that helps clients navigate the AI space and identify the simplest, most efficient solutions.
• Internal Engagement Employee engagement, culture development and internal communications programmes including DHL's Certified International Specialist (CIS) programme.
• Social & Influencer Social media marketing, influencer partnerships and content campaigns across platforms including TikTok, Instagram, Facebook and LinkedIn.
• Translation Services Translation and transcreation services with focus on ethical AI use and sustainable translation workflows.
• Synthetic Research AI-generated persona research that produces qualitative and quantitative feedback rapidly, democratising insight for smaller businesses.
• Client Services Account management and client partnership services ensuring delivery of integrated marketing solutions.

Quantifiable outcome

• 40% uplift in e-commerce revenues in first year
• +6 more outcomes

Named customers11 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability14 records

Feature1 record

Partnerships

Nine partnerships are on record, tiered primary, core and client.

• The Felix ProjectprimaryStrategic or Co-development PartnerPrimary partnership with London's leading food charity. The Maverick Group provides strategic and creative resources to help feed London's hungry. Over three years, created winter fundraising appeals helping fund millions of meals and grow the charity's brand. Pro-bono campaigns have raised close to £1.5m.
• Future FrontierscoreStrategic or Co-development PartnerPartnership with award-winning education charity focused on mentoring programme. Uses agency skills and lived experience to give young people from disadvantaged backgrounds guidance, networks and opportunities to fulfil their potential.
• Maverick Community FundcoreStrategic or Co-development PartnerGroup-wide fund supporting employee-nominated initiatives and projects close to their hearts. Supports diverse causes including arts centres, animal rescue, youth sports teams, and domestic abuse survivor services.
• ScrapBaysclientGTM or Marketing PartnerDigital transformation of scrap metal trading business. Created Scrapbot brand icon and comprehensive brand identity for digital-first scrap metal trading platform.
• Stratstone BYDclientGTM or Marketing PartnerPR and event marketing partnership for launch of BYD's flagship UK store in Mayfair. Aligned with luxury brand sponsors including Grey Goose, Kollo Health and Lulu Lemon.
• Salon PrivéclientGTM or Marketing PartnerPR and media relations partnership for UK's most prestigious automotive event held annually at Blenheim Palace, celebrating Platinum Anniversary in 2025.
• Pinewood.AIclientGTM or Marketing PartnerPart of automotive PR client roster. Strategic PR approach for global technology brand launch.
• Evans HalshawclientGTM or Marketing PartnerPart of automotive PR client roster.
• StratstoneclientGTM or Marketing PartnerPart of automotive PR client roster.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Anomaly: Independent creative agency with a London office and a similarly integrated, non-holding-company operating model serving global brands. Comparable in its blended strategy, creative and digital offering.
• Lucky Generals: Independent London creative agency competing for similar enterprise creative and integrated communications briefs. Comparable in scale, independence and creative-led positioning to Maverick.
• Engine Group: UK-headquartered independent marketing services group with integrated creative, digital, PR and content capabilities. Directly comparable to Maverick as a UK-rooted independent competitor in integrated communications.
• The&Partnership: Integrated marketing agency combining creative, media, digital and PR under one model — structurally aligned with Maverick's 'one umbrella, one team' positioning and a direct competitor for similar enterprise briefs.
• Mother: London-based independent creative agency of comparable size and positioning to Maverick, with a similar integrated creative, digital and production offering for global enterprise clients. Closest peer on independence, London footprint and integrated model.
• adam&eveDDB: London-based creative agency with a strong integrated advertising and digital offering serving major enterprise clients. Comparable in creative profile, London base and blue-chip client roster.

Broad incumbents

• MullenLowe Group: Global integrated marketing communications network offering creative, media, digital and PR under one structure. Comparable to Maverick's integrated service model but with significantly broader geographic and resource scale.
• Publicis Groupe: Global marketing and communications holding group with agencies across creative, media, PR and digital. Competes indirectly with Maverick for enterprise integrated marketing mandates through Saatchi & Saatchi, Leo Burnett, Publicis Sapient and others.
• WPP: World's largest marketing services holding company. Competes with Maverick for the largest global enterprise clients through networks like Ogilvy, VMLY&R and GroupM, but at vastly greater scale and across a broader portfolio.
• Accenture Song (formerly Droga5): Global creative and customer experience arm of Accenture that absorbed Droga5. Directly competes for enterprise creative, brand transformation and digital mandates similar to Maverick's InsideOut programmes.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubevimeo.com/themaverickgroup
• LinkedInlinkedin.com/company/maverick-advertising-and-design
• Instagraminstagram.com/the.maverick.group

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 The Maverick Group