Don't Panic

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.

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

Product category

Advertising & Creative Services

NAICS

Advertising Agencies (54181), Advertising Agencies (541810), Public Relations Agencies (541820)

SIC

Services-Advertising Agencies (7311)

akta.pro industry

PRIMARYMPAAAAAA

Integrated Full-Service Creative Agencies

Media, Entertainment & Sports/Advertising, Marketing & PR Services/Advertising Agencies (Full-Service/Creative)

SECONDARYMPAAAAAL

Cause/Sustainability & Purpose-Driven Creative Agencies

Media, Entertainment & Sports/Advertising, Marketing & PR Services/Advertising Agencies (Full-Service/Creative)

SECONDARYBPAFADAK

Nonprofit & Cause Communications

Business & Public Services/Marketing, Advertising & PR Services/Public Relations & Communications

SECONDARYMPAAADAJ

Digital PR & Social Media Communications

Media, Entertainment & Sports/Advertising, Marketing & PR Services/Public Relations & Communications Agencies

SECONDARYMPAAADAM

Event & Experiential PR (Launches, Stunts, Press Events)

Media, Entertainment & Sports/Advertising, Marketing & PR Services/Public Relations & Communications Agencies

Keywords

• Creative advertising agency
• Branded content production
• Earned media campaigns
• Purpose-driven marketing
• Legacy fundraising strategy

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, Marketing or Sales

Revenue model

1. 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

Core 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

Named customers19 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Rogue FilmscoreStrategic or Co-development PartnerProduction 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

Emerging 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

• Xx.com/DontPanic
• Facebookfacebook.com/dontpanic
• LinkedInlinkedin.com/company/don't-panic-london
• Instagraminstagram.com/DontPanicLDN

Compliance1 record

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 Don't Panic