Favoured
Favoured is a UK-based, employee-owned full-funnel performance marketing agency serving 300+ brands across e-commerce, apps, hospitality, B2B, and FMCG with integrated paid media, creative production, app marketing, and CRM services.
- Company typePrivate
- Founded2019
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Favoured does
Favoured is a UK-based, full-funnel performance marketing agency operating as a trading name of Indigital XYZ. Founded in 2019 by George Sharpe (formerly of Apple) and Andy Willers (formerly of BBC), the agency has grown from a two-person operation into a team of 25 specialists across London and Leeds. The company transitioned to an Employee Ownership Trust in 2025, making all team members stakeholders. Favoured delivers nine integrated service lines spanning Paid Social (Meta, TikTok, Pinterest, Reddit, Snapchat), Creative Production (UGC, motion graphics, video), Paid Search & PPC (Google, Microsoft, Apple Search Ads), Email/CRM/CRO (Klaviyo, Customer.io, Mailchimp, HubSpot, ActiveCampaign), App Marketing & Growth (ASO, user acquisition via AppsFlyer, Mixpanel, Adjust, Branch), Influencer Marketing, Organic Social, Branding, and Website Design (Shopify, WordPress). The agency differentiates through official platform partnerships with TikTok, Google, and Meta, an in-house creative studio, daily optimization cadence, and integration of AI tooling (HeyGen avatars) for UGC production scaling.
The agency's business model is professional services on a project and retainer basis with consultation-led sales, free 30-minute strategy calls, and custom proposals targeting startups, apps, e-commerce, hospitality, leisure, B2B, and FMCG/CPG brands. Pricing is not publicly disclosed. Favoured claims 300+ brand relationships including enterprise and mid-market clients such as Durex, Avon, Kodak, teapigs, Go Ape UK, Snag Tights, Nourished, and Wollit, with several accounts reaching six- and seven-figure managed ad spend. Go-to-market is direct sales with dedicated account management; case studies demonstrate capability to manage £1.2M in ad spend and produce measurable outcomes including 49% conversion rate increases (teapigs), 200K+ app installs (Wollit), and 13.5M views (Go Ape UK). The company holds multiple 2025 Clutch recognitions (Top Mobile & App Marketing, Top TikTok Advertising, Top Digital Marketing) and The Drum Recommended Agency status.
Favoured firmographics
Firmographics- Name
- Favoured
- Legal name
- Indigital XYZ (Trading as Favoured)
- Website
- https://favoured.co.uk
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Favoured is a UK-based, employee-owned full-funnel performance marketing agency serving 300+ brands across e-commerce, apps, hospitality, B2B, and FMCG with integrated paid media, creative production, app marketing, and CRM services.
- Ownership category
- akta.pro rank
Favoured industry classification
Industry- Product category
- Performance Marketing Services
- NAICS
- Advertising Agencies (54181), Media Buying Agencies (541830)
- SIC
- Services-Advertising Agencies (7311), Services-Advertising (7310)
- akta.pro primary industry
- Influencer & Creator Marketing (BPAFAAAG)
- akta.pro secondary industries
- Influencer Campaign Operations & Managed Services (BPAFAHAF), Influencer Media Buying & Paid Amplification (BPAFABAK)
Keywords
Where Favoured is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
Favoured business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Marketing Agency Services: Full-service performance marketing agency providing paid social, paid search, creative production, influencer marketing, app marketing, email/CRM/CRO, branding, website design, and organic social services on a project and retainer basis
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | — | Custom project-based and retainer engagements |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels11 records
Favoured product offering
Product offeringCore offering
Favoured is a full-service performance marketing agency that plans, buys, and optimizes paid media (Paid Social, Paid Search/PPC, App Marketing) while producing the creative, influencer, CRM/CRO, branding, and website assets needed to convert that media. The agency is structured around specialist departments (Performance, Creative, Operations) and serves growth-stage consumer and B2B brands across the UK.
Product overview
Favoured is a UK-based full-service performance marketing agency offering a comprehensive suite of integrated marketing services. The agency operates as a unified service offering rather than a modular software platform. Services include Paid Social (Meta, TikTok, Pinterest, Reddit campaigns), Creative Production (UGC, video, photography, motion graphics), Paid Search & PPC (Google Ads, Microsoft Ads, Apple Search Ads), Email/CRM & CRO, App Marketing & Growth (ASO, user acquisition), Influencer Marketing, Organic Social Management, Branding, and Website Design. The agency serves 300+ brands across sectors including e-commerce, apps, hospitality, and B2B, with a team of 25 specialists.
Differentiator
Problem solved
Functional benefit
Products and services
- Paid Social Full-service paid social advertising across Meta, TikTok, LinkedIn, and other social platforms — covering strategy, media planning, buying, creative briefing, and optimization for brand and direct-response objectives.
- Paid Search & PPC
- App Marketing & Growth
- Influencer Marketing
- Organic Social
- Email, CRM & CRO
- Creative Production
- Branding
- Website Design
Quantifiable outcome
- 49% conversion rate increase for teapigs e-commerce client
- +5 more outcomes
Companies that use Favoured
Customer profileNamed customers8 records
Segments6 records
Ideal customer profiles5 records
Favoured technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration20 records
Feature1 record
Favoured partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core.
- TikTokcoreOfficial TikTok Partner; gives access to exclusive features and direct support for TikTok advertising campaigns; primary platform for client campaigns
- GooglecoreOfficial Google Partner; access to Google Ads platform features and support; enables search and display advertising across Google's network
- MetacoreOfficial Meta Partner; enables advertising across Facebook and Instagram platforms; access to Meta Ads Manager and exclusive features
- AppsFlyercoreOfficial partner for mobile attribution and analytics; tracks user acquisition, engagement, and attribution across campaigns
- MixpanelcoreOfficial Mixpanel Partner; analytics platform for understanding app and web user behavior; integrates with attribution data
Scale indicators8 records
Recent moves7 records
Expansion highlights5 records
Favoured competitors and assessment
Company assessmentDirect peers
- Croud: UK-based digital marketing agency delivering paid media, programmatic, content, SEO, and analytics through a distributed 'Croudie' network. Closely comparable full-service performance model serving D2C and enterprise clients similar to Favoured's mix.
- Rise Interactive: US-based performance marketing agency offering paid media, analytics, and lifecycle marketing. Comparable on full-funnel performance positioning and data-led creative execution model.
- Brainlabs: UK-headquartered, globally operating digital performance marketing agency offering paid search, paid social, programmatic, and SEO. Directly comparable to Favoured on geography, full-service performance focus, and enterprise D2C/app client base.
- Found (formerly found.co.uk): UK performance marketing agency specializing in paid search, paid social, and eCommerce growth for D2C brands. Closely matches Favoured on vertical focus, client size, and channel mix.
- PMA (Performance Marketing Agency): UK performance marketing agency specializing in paid search and paid social for consumer brands. Closely comparable on UK focus, boutique services scale, and D2C/retail client mix.
- Gravity Global: Performance-led growth agency with strong D2C, tech, and B2B focus across paid media, creative, and content. Comparable on eCommerce/D2C verticals, full-funnel positioning, and creator/influencer marketing capability.
Emerging players
- Pacvue: Commerce media acceleration platform for Amazon, Walmart, and TikTok Shop with agency-style services. Tangentially comparable as a partner/competitor in TikTok advertising and marketplace acceleration work for D2C brands.
Broad incumbents
- Dept Agency: Large global digital agency spanning creative, technology, and media. Overlaps Favoured on creative production, website design, and paid media but with much broader service lines and enterprise scale.
- Tinuiti: US-based performance marketing agency offering paid media, SEO, CRM/lifecycle, and creative across major platforms. Comparable on full-funnel eCommerce/app marketing positioning though at significantly larger scale.
- Jellyfish: Global digital marketing agency under Brandtech Group offering media, creative, data, and training. Overlaps Favoured's paid media + creative + training-style offering but at significantly larger scale and broader scope.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Favoured social profiles
Digital presenceFavoured financial estimates
Financial estimateRevenue estimate
Valuation estimate
Favoured leadership team
Management profileNumber of profiles
Profiles4 records
Favoured funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Favoured 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 Favoured
What does Favoured do?
Favoured is a full-service performance marketing agency that plans, buys, and optimizes paid media (Paid Social, Paid Search/PPC, App Marketing) while producing the creative, influencer, CRM/CRO, branding, and website assets needed to convert that media. The agency is structured around specialist departments (Performance, Creative, Operations) and serves growth-stage consumer and B2B brands across the UK.
Is Favoured a public or private company?
Favoured is a private company. It is classified as management employee owned and is currently operating.
When was Favoured founded?
Favoured was founded in 2019. It employs 11 to 50 people.
Where is Favoured based?
Favoured is headquartered in London, United Kingdom, in the Europe region.
How does Favoured make money?
One revenue line is on record: marketing Agency Services.
Who are Favoured's main competitors?
Direct peers on record are Croud, Rise Interactive, Brainlabs, Found (formerly found.co.uk), PMA (Performance Marketing Agency) and Gravity Global. Pacvue is listed as an emerging player. Broad incumbents are Dept Agency, Tinuiti and Jellyfish.
Does Favoured have an API?
No public API is recorded for Favoured.
What industry is Favoured in?
Favoured's product category is Performance Marketing Services. Its primary akta.pro industry code is BPAFAAAG, Influencer & Creator Marketing, with a secondary code of BPAFAHAF, Influencer Campaign Operations & Managed Services. Its NAICS code is 54181 and its SIC code is 7311.