Propeller Group
Propeller Group is a global B2B agency founded in 2001 that delivers integrated PR, content, and growth marketing services to marketing/advertising agencies, martech/adtech companies, and B2B technology firms from offices in London and New York.
- Company typePrivate
- Founded2001
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Propeller Group does
Propeller Group is a London-headquartered, privately held B2B agency founded in 2001 that provides integrated PR, content, growth marketing, and events services to marketing/advertising agencies, martech/adtech companies, commerce/retail brands, and B2B technology firms. The firm operates from offices in London (headquarters) and New York (established late 2021 as Propeller US, led by Managing Director Mary Cirincione), with partner network reach across Europe, the Americas, and APAC.
The agency's core service platform spans four pillars — PR (media relations, earned media, strategic communications), Growth Marketing (LinkedIn paid social, ABM, demand generation), Content (thought leadership, whitepapers, industry reports), and Events (event strategy, panel moderation, owned events like Propeller Presents and Empower Cafe). Distinctive sub-products include the Cannes Lions Events & Parties List (1,026+ events, now a dedicated website in its 14th year), the Messaging Workshop, Leadership Brand development, and Growth Strategy engagements. Propeller is a HubSpot Platinum Solutions Partner, enabling CRM setup, marketing automation, ABM tools, and reporting dashboards across Marketing, Sales, Content, and Data Hubs. The proprietary "Runway" system supports measurement and reporting.
Revenue is generated through project fees and retainers on a quote-based model with no public pricing. The go-to-market is sales-led, combining direct enterprise outreach, industry event presence (Cannes Lions, Advertising Week, SXSW, Tech Show London), HubSpot partner referrals, and a referral network. The agency has delivered 6,981 pieces of media coverage for clients in the trailing 12 months and claims $300m+ in total new business value won for clients. Notable clients include Croud, Mediaplus UK, Nest, VML, Alkimi, Behave, Purple Goat, and Happydemics. Leadership is management-owned following a 2023 MBO, with CEO Kieran Kent (300% revenue/profit growth during his tenure), Chief Client Officer Rose Bentley, Chief Growth Officer Jody Osman, and Managing Director US Mary Cirincione.
Propeller Group firmographics
Firmographics- Name
- Propeller Group
- Legal name
- Propeller Group
- Website
- https://propellergroup.com
- Company type
- Private
- Founded year
- 2001
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Propeller Group is a global B2B agency founded in 2001 that delivers integrated PR, content, and growth marketing services to marketing/advertising agencies, martech/adtech companies, and B2B technology firms from offices in London and New York.
- Ownership category
- akta.pro rank
Propeller Group industry classification
Industry- Product category
- Public Relations and Marketing Communications Services
- NAICS
- Advertising Agencies (541810)
- akta.pro primary industry
- Technology & B2B PR (MPAAADAC)
Keywords
Where Propeller Group is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices4 records
Markets served
Propeller Group business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- PR Services: Traditional PR services including media relations, press release distribution, earned media coverage, and strategic communications counsel
- Growth Marketing Services: Account-based marketing, demand generation, paid social (LinkedIn), HubSpot campaign management, and ABM outreach services
- Content Services: Thought leadership content, industry reports, whitepapers, executive profiling, and copywriting services
- Events Services: Event strategy, panel moderation, owned event execution, roundtable facilitation, and industry event activation support
Go-to-market motion1 record
Distribution channels4 records
Marketing channels8 records
Propeller Group product offering
Product offeringCore offering
Propeller Group is a global B2B agency that delivers integrated PR, growth marketing, content, and events services to marketing, advertising, martech, adtech, commerce, retail, and B2B technology clients. Offerings span strategic communications counsel, account-based marketing and demand generation (including LinkedIn paid social and HubSpot campaign management), thought leadership content, whitepapers and research, and event strategy and activation. Services are complemented by HubSpot CRM implementation as a Platinum Solutions Partner and proprietary tools including the Runway reporting system and the Cannes Lions Events & Parties List.
Product overview
Propeller Group is a global B2B PR and growth marketing agency offering an integrated approach across four core services: PR, Growth Marketing, Content, and Events. Their offering is structured as a platform of complementary service modules including HubSpot Services (as a Platinum Solutions Partner), Messaging Workshop, Leadership Brand, and Growth Strategy. They also operate distinctive event-based products including the Cannes Lions Events and Parties List and Empower Cafe. The core portfolio integrates PR with content marketing, growth marketing (including LinkedIn paid social), HubSpot implementation, and events to deliver measurable business outcomes through owned, earned, shared, and paid media.
Differentiator
Problem solved
Functional benefit
Products and services
- PR Core public relations service providing strategic communications counsel, media relations, press release distribution, earned media coverage, and deep media-relationship-driven story seeding for B2B clients in marketing, advertising, martech, commerce and technology.
- Growth Marketing Digital, content and demand generation service integrating LinkedIn paid media, ABM strategy, HubSpot campaign management, and pipeline activity to drive visibility across owned and shared channels and generate leads for B2B clients.
- Content Thought leadership content, industry reports, research, whitepapers, executive profiling, copywriting, and editorial services that turn client expertise into assets positioning clients as industry leaders across owned and shared channels.
- Events Event strategy and management service spanning one-off panels to full-day conferences, owned event execution, roundtables, industry event activation, speaker opportunity support, panel moderation and partner event delivery for B2B clients.
- HubSpot Services HubSpot CRM implementation and management as a Platinum Solutions Partner, including CRM setup, pipeline configuration, marketing automation workflows, data migration, ABM tools, lead scoring, reporting dashboards, and packages covering QuickStart, Growth Strategy & Optimisation, and Growth Campaign Engine.
- Messaging Workshop Workshop-style engagement that refines business and media positioning through competitor analysis, industry insights and collaborative working sessions, producing a focused messaging matrix and supporting thought leadership content.
- Leadership Brand Service guiding leaders in shaping their personal brand through positioning refinement, exclusive events, speaking opportunities, industry initiatives, and content across owned social, internal presence and media channels.
- Growth Strategy Consultative engagement that identifies market opportunities and defines targeting aligned with long-term vision and business goals, delivering actionable insights, refined messaging, clear sector focus, value propositions and comprehensive campaign plans.
- Paid Social / LinkedIn Campaigns Planning, execution and optimisation of paid social campaigns primarily on LinkedIn, including audience creation and testing, A/B testing, daily/weekly monitoring, budget adjustment, and detailed CPC, CPL, CTR, CPM and conversion reporting.
Quantifiable outcome
- 6,981 pieces of media coverage generated for clients over the last 12 months
- +5 more outcomes
Companies that use Propeller Group
Customer profileNamed customers8 records
Segments5 records
Ideal customer profiles3 records
Propeller Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability2 records
Feature2 records
Propeller Group partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and strategic.
- WACL (Women in Advertising and Communications Leadership)coreStrategic partnership for Empower Cafe - a woman-centric inclusive hub at Cannes Lions. Co-founded by Propeller's Louise Watson and Karen Stacey (DCM CEO, WACL President). The partnership aims to bring gender equity, inclusion, and representation to the forefront of Cannes Lions with programming, community, and networking opportunities.
- HubSpotcoreHubSpot Platinum Solutions Partner - certified to implement and optimize HubSpot CRM platform including Marketing Hub, Sales Hub, Content Hub, and Data Hub. Provides CRM setup, automation, data migration, and campaign management services.
- Alliance of Independent AgenciesstrategicPropeller is part of the Alliance of Independent Agencies - a network of independent agencies supporting shared industry initiatives and advocacy.
- BIMAstrategicPart of BIMA (British Interactive Media Association) - representing and supporting the digital and interactive media industry.
- Conscious Advertising Network (CAN)strategicPropeller represents the Conscious Advertising Network, working to ensure ethical and conscious practices in advertising.
- OutvertisingstrategicPropeller represents Outvertising, supporting LGBTQIA+ representation in advertising industry.
- Taylor Bennett FoundationstrategicPropeller represents the Taylor Bennett Foundation, supporting diversity in communications and PR industry through training and development.
- Brixton Finishing SchoolstrategicPropeller represents Brixton Finishing School, supporting industry diversity and skills development programs.
- Cannes LionscoreCannes Lions International Festival of Creativity partnership - Propeller curates the official Cannes Lions Events & Parties List (1,026+ events) with support from Cannes Lions team. Empower Cafe is part of official festival programming.
Scale indicators12 records
Recent moves8 records
Expansion highlights6 records
Propeller Group competitors and assessment
Company assessmentBroad incumbents
- Edelman: World's largest independent PR firm offering integrated communications across B2B, B2C and technology. Comparable as a full-service B2B PR provider but with significantly broader capabilities, global scale and enterprise client base.
- FleishmanHillard: Large global PR and integrated communications network (Omnicom) offering PR, content, social and digital marketing across B2B and B2C. Comparable as an integrated B2B PR provider but at much larger scale and broader vertical coverage.
Direct peers
- Hotwire: Global communications and marketing agency focused on B2B technology, marketing and innovation clients with integrated PR, content and growth marketing services. Highly comparable in offering mix, vertical focus and agency-of-agencies positioning.
- Walker Sands: B2B marketing and PR agency serving technology and professional services clients with PR, demand generation and content services. Comparable in offering mix, B2B tech specialisation and integrated growth-marketing-plus-PR positioning.
- The Hoffman Agency: Independent B2B technology PR and integrated marketing agency with offices in US, EMEA and APAC. Comparable in B2B tech specialisation, integrated PR/content/digital model and similar mid-tier agency positioning.
- Clarity PR: Global tech-focused communications agency providing PR, content and digital marketing to technology, SaaS and adtech clients. Comparable in B2B tech vertical, integrated services and similar scale.
- WE Communications: Mid-size global B2B technology and marketing PR agency combining earned media, content and integrated marketing services. Closely comparable in vertical specialisation (tech, marketing, adtech) and integrated service model.
- Archetype (formerly Cohn & Wolfe): Global B2B technology and consumer marketing communications agency offering PR, content and integrated marketing services. Comparable in vertical focus on tech, adtech and martech clients and integrated offering.
- PAN Communications: Integrated marketing and PR agency specialising in B2B technology and healthcare, with a strong focus on tech, adtech and martech clients. Comparable in integrated PR + digital offering and B2B tech specialisation.
- Lewis (a global communications agency): Global communications and marketing agency combining PR, content, creative and digital services for B2B technology and consumer brands. Closely comparable integrated offering and mid-size global footprint.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Propeller Group social profiles
Digital presencePropeller Group compliance and trust
Trust signalCompliance1 record
Propeller Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Propeller Group leadership team
Management profileNumber of profiles
Profiles12 records
Propeller Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Propeller Group M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Propeller Group
What does Propeller Group do?
Propeller Group is a global B2B agency that delivers integrated PR, growth marketing, content, and events services to marketing, advertising, martech, adtech, commerce, retail, and B2B technology clients. Offerings span strategic communications counsel, account-based marketing and demand generation (including LinkedIn paid social and HubSpot campaign management), thought leadership content, whitepapers and research, and event strategy and activation. Services are complemented by HubSpot CRM implementation as a Platinum Solutions Partner and proprietary tools including the Runway reporting system and the Cannes Lions Events & Parties List.
Is Propeller Group a public or private company?
Propeller Group is a private company. It is classified as management employee owned and is currently operating.
When was Propeller Group founded?
Propeller Group was founded in 2001. It employs 11 to 50 people.
Where is Propeller Group based?
Propeller Group is headquartered in London, United Kingdom, in the Europe region.
How does Propeller Group make money?
Four revenue lines are on record. PR Services are the primary driver. The others are growth Marketing Services, content Services and events Services.
Who are Propeller Group's main competitors?
Broad incumbents on record are Edelman and FleishmanHillard. Direct peers are Hotwire, Walker Sands, The Hoffman Agency, Clarity PR, WE Communications, Archetype (formerly Cohn & Wolfe), PAN Communications and Lewis (a global communications agency).
Does Propeller Group have an API?
No public API is recorded for Propeller Group.
What industry is Propeller Group in?
Propeller Group's product category is Public Relations and Marketing Communications Services. Its primary akta.pro industry code is MPAAADAC, Technology & B2B PR. Its NAICS code is 541810.