Don't Panic
Don't Panic is a London-headquartered, B Corp-certified independent creative agency founded in 2003 that produces purpose-driven advertising, branded content, and earned media campaigns for enterprise brands and charities.
- Company typePrivate
- Founded2003
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Don't Panic does
Don't Panic (legally DP (London) Limited) is an independent, London-headquartered creative advertising agency founded in 2003, with a secondary office in Lisbon opened in 2025. The agency is B Corp certified (since September 2023, B Impact Score 98.9 versus a 50.9 industry median) and was named in the APA's Top 20 agencies of all time in September 2025. Its core offering spans strategy, branded content, earned media, and purpose-driven campaign development, executed on a project and retainer basis for a dual base of commercial brands and charities. Named clients include YouTube, Netflix, Channel 4, giffgaff, Meliá Hotels, Strong Roots, Save the Children, Oxfam, UNHCR, Shelter, Samaritans, NSPCC, Medical Aid for Palestinians, Greenpeace International, WaterAid, and the National Autistic Society.
The agency's revenue model is professional services: fee-for-service project work alongside retained relationships, with new business sourced via direct outreach, referrals, and website enquiries. Specialist productized offerings include Legacy Fundraising Strategy (program design, CRM integration, stewardship and compliance frameworks for charities) and Regenerative Agriculture communications advisory, extending beyond traditional creative services into sector-specific consultancy. Distribution is direct-to-client only; there is no SaaS, app, or productized platform. The founder-led ownership structure (Joe Wade referenced as founder) means the agency is privately held with no disclosed institutional investors, no subsidiaries, and no parent entity.
Recent strategic activity signals controlled expansion rather than hypergrowth: a new Lisbon office, formalization of legacy and regenerative-agriculture service lines, senior leadership additions (Michelle Dennis as Head of Strategy), and a sustained 2025-2026 awards cycle (CLIO Bronze, British Arrows wins, Gold Smiley Charity Film Award, Purpose Awards shortlist). Headcount, revenue, and contract-level economics are not disclosed in the source data.
Don't Panic firmographics
Firmographics- Name
- Don't Panic
- Legal name
- DP (London) Limited
- Website
- https://dontpaniclondon.com
- Company type
- Private
- Founded year
- 2003
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Don't Panic is a London-headquartered, B Corp-certified independent creative agency founded in 2003 that produces purpose-driven advertising, branded content, and earned media campaigns for enterprise brands and charities.
- Ownership category
- akta.pro rank
Don't Panic industry classification
Industry- Product category
- Advertising & Creative Services
- NAICS
- Advertising Agencies (54181), Advertising Agencies (541810), Public Relations Agencies (541820)
- SIC
- Services-Advertising Agencies (7311)
- akta.pro primary industry
- Integrated Full-Service Creative Agencies (MPAAAAAA)
- akta.pro secondary industries
- Cause/Sustainability & Purpose-Driven Creative Agencies (MPAAAAAL), Nonprofit & Cause Communications (BPAFADAK), Digital PR & Social Media Communications (MPAAADAJ), Event & Experiential PR (Launches, Stunts, Press Events) (MPAAADAM)
Keywords
Where Don't Panic is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
Don't Panic business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales
Revenue model
- Creative Agency Services: Don't Panic generates revenue through project-based creative and strategic services for brands and charities, including campaign development, branded content production, and earned media strategy. They work on both one-off campaign projects and ongoing retained relationships with clients.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels9 records
Don't Panic product offering
Product offeringCore offering
Don't Panic is a London-based, B Corp-certified creative advertising agency that provides strategic creative campaign services for brands and charities. Its work spans advertising, branded content, PR and earned media campaigns, with specialization in purpose-driven work that earns cultural attention without paid media. The agency also delivers specialist capabilities including legacy fundraising programme design for charities and regenerative agriculture communications.
Product overview
Don't Panic is a London-based B Corp-certified creative advertising agency offering campaign strategy and creative services to brands and charities. The core offering spans earned media campaigns, branded content production, and purpose-driven brand strategy. Specialist capabilities include legacy fundraising programme design for charities and regenerative agriculture communications expertise. The agency's approach emphasises cultural conversation and earned attention over paid media amplification, working across commercial brands (YouTube, Netflix, giffgaff, Meliá Hotels) and charity/non-profit clients (Shelter, Samaritans, Oxfam, Medical Aid for Palestinians, Save the Children, National Trust).
Differentiator
Problem solved
Functional benefit
Products and services
- Campaign Strategy & Creative Services
Quantifiable outcome
- Meliá Hotels saw 27% yearly sales uplift and 136% increase in social engagement with For the Curious Ones global brand platform
- +3 more outcomes
Companies that use Don't Panic
Customer profileNamed customers19 records
Segments3 records
Ideal customer profiles2 records
Don't Panic technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Don't Panic partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Rogue FilmscoreProduction partnership with Rogue Films for the Samaritans 'Wedding Day' campaign. Max Fisher of Rogue Films brought lived experience of mental health struggles to the project, creating an emotionally authentic film about suicide prevention. The collaboration balanced cinematic storytelling with authentic human storytelling.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Don't Panic competitors and assessment
Company assessmentEmerging players
- Blue State: Digital-first agency purpose-built for nonprofits and social-impact organisations. Comparable specialism in mission-driven organisations, with a more digital/performance orientation.
Broad incumbents
- AMV BBDO: Major London creative agency within the Omnicom network; pursues comparable brand and charity work at larger scale, representing the holding-company incumbent alternative.
- Adam & Eve/DDB: One of the UK's largest creative agencies and frequent award competitor; represents the network-affiliated scale alternative for big-budget purpose-driven campaigns.
- BBH (Bartle Bogle Hegarty): Long-established London creative agency with similar brand-quality clients and award-winning creative output. Larger scale and broader portfolio; serves as the larger network alternative for similar briefs.
Direct peers
- Lucky Generals: Independent London creative agency of similar size and independence profile, working across purpose-driven briefs and brand campaigns for comparable UK and international clients.
- Anomaly: Independent creative agency with strong purpose-driven credentials and a comparable mix of brand and nonprofit work. Similar non-holding-company structure.
- Forster Communications: UK communications agency specialist in charity, social-purpose, and public-sector clients. Directly comparable on charity-sector specialism and legacy fundraising adjacencies.
- Uncommon Creative Studio: London-based independent creative agency founded in 2018, similarly purpose-driven, with a comparable mix of charity and commercial clients and a comparable scale profile. Closest direct peer on positioning and footprint.
- Mother: Independent London creative agency known for culturally distinctive, purpose-aware work. Comparable in independent structure, scale, and pursuit of brand clients seeking creative credibility.
- Wieden+Kennedy London: London office of the Wieden+Kennedy network, similarly known for purpose-driven, culturally resonant creative work. Closest network-affiliated peer in terms of creative philosophy.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Don't Panic social profiles
Digital presenceDon't Panic compliance and trust
Trust signalCompliance1 record
Don't Panic financial estimates
Financial estimateRevenue estimate
Valuation estimate
Don't Panic leadership team
Management profileNumber of profiles
Profiles2 records
Don't Panic funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Don't Panic 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 Don't Panic
What does Don't Panic do?
Don't Panic is a London-based, B Corp-certified creative advertising agency that provides strategic creative campaign services for brands and charities. Its work spans advertising, branded content, PR and earned media campaigns, with specialization in purpose-driven work that earns cultural attention without paid media. The agency also delivers specialist capabilities including legacy fundraising programme design for charities and regenerative agriculture communications.
Is Don't Panic a public or private company?
Don't Panic is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Don't Panic founded?
Don't Panic was founded in 2003. It employs 11 to 50 people.
Where is Don't Panic based?
Don't Panic is headquartered in London, United Kingdom, in the Europe region.
How does Don't Panic make money?
One revenue line is on record: creative Agency Services.
Who are Don't Panic's main competitors?
Blue State is listed as an emerging player. Broad incumbents are AMV BBDO, Adam & Eve/DDB and BBH (Bartle Bogle Hegarty). Direct peers are Lucky Generals, Anomaly, Forster Communications, Uncommon Creative Studio, Mother and Wieden+Kennedy London.
Does Don't Panic have an API?
No public API is recorded for Don't Panic.
What industry is Don't Panic in?
Don't Panic's product category is Advertising & Creative Services. Its primary akta.pro industry code is MPAAAAAA, Integrated Full-Service Creative Agencies, with a secondary code of MPAAAAAL, Cause/Sustainability & Purpose-Driven Creative Agencies. Its NAICS code is 54181 and its SIC code is 7311.