FRIEND

What FRIEND does

FRIEND (operating as Friend London) is a London-based production company and director representation agency founded in 2011, headquartered at 1-5 Clerkenwell Road. The company represents a curated roster of roughly 19 directors—including Emmy-winning Hiro Murai ("This is America," "Atlanta"), Cannes Lions and Oscar-shortlisted Philippe André, UKMVA Best Director winner Noel Paul, ManvsMachine, Grajper, Gregory Ohrel and others—who create commercials and music videos for global brands, advertising agencies, music artists and labels. Its two interconnected service lines are music video production and commercial/advertising production, with representative work spanning Super Bowl commercials (Bad Bunny), and campaigns for Apple, Samsung, Adidas, Nike, Toyota, Lexus, Coca-Cola and others.

Name

FRIEND

Legal name

FRIEND

Website

https://friendlondon.tv

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

FRIEND (Friend London) is a London-based production company and director representation agency, founded 2011, representing award-winning directors who produce commercials and music videos for global brands, advertising agencies, music artists and labels.

Ownership category

akta.pro rank

Product category

Creative Production Services

NAICS

Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (7114)

SIC

Services-Motion Picture & Video Tape Production (7812)

akta.pro primary industry

Full-Service Artist Management (MPAIAGAA)

Keywords

• Director representation agency
• Music video production
• Commercial production
• Creative direction services
• Advertising film production

Headquarters

HQ city

City Of London

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Director Representation & Production Services: FRIEND represents directors who create commercials and music videos for brands, artists, and agencies. Revenue is generated through production fees and creative services.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels3 records

Core offering

FRIEND is a London-based creative production company and director representation agency that represents a roster of award-winning directors producing commercials for global brands and music videos for recording artists. The company provides executive production, business development, and project management services to match client creative needs with the right director, working with clients across technology, automotive, fashion, music, food & beverage, and consumer goods sectors.

Product overview

FRIEND is a London-based production company and director representation agency. The company operates two interconnected offerings: a roster of directors for music video production (with directors such as Hiro Murai, Philippe André, Noel Paul, Grajper, Gregory Ohrel, and others) and commercial production services for brands (advertising campaigns for clients including Apple, Samsung, Adidas, Toyota, Lexus, and others). The company has offices in London and US representation through Doomsday, and French representation through Quad.

Differentiator

Problem solved

Functional benefit

Products and services

• Commercial Production Creation of advertising content for global brands, spanning television commercials, digital campaigns, and integrated brand campaigns for clients including Apple, Samsung, Adidas, Nike, Toyota, Lexus, Robinhood, Mercedes, and others. The service matches client creative briefs with directors from FRIEND's roster and provides executive production and project management.
• Music Video Production Creation of music videos for recording artists, featuring a curated roster of directors including Hiro Murai, Philippe André, Noel Paul, Grajper, Gregory Ohrel, and others. Clients include Bad Bunny, Childish Gambino, FKA Twigs, Mitski, The Kills, Slowdive, Maneskin, The 1975, The Rolling Stones, and many more.
• Director Representation Talent representation for a roster of 19+ award-winning directors, providing curation, matching with clients, contract negotiation, and ongoing relationship management across both commercial and music video projects. Directors are represented across London, US (via Doomsday), and France (via Quad).

Named customers170 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

Three partnerships are on record, tiered core and minor.

• Doomsday Entertainment (US Representative)coreChannel Partner/ Reseller/ DistributorRegional representative partnership for North American market. Danielle Hinde serves as US Owner, handling business development and client relationships for the US region.
• Quad Productions (France Representative)coreChannel Partner/ Reseller/ DistributorRegional representative partnership for French/European market. William Blanc serves as EP, handling business development and client relationships for the France region.
• EnsrettetminorStrategic or Co-development PartnerHistorical partnership under which Linnéa Bergman launched her career in 2006. Ensrettet was the partnership entity through which she worked on commercial campaigns for IKEA, Bosch, Philips, and other brands.

Scale indicators3 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• Somesuch: London-headquartered director representation and production company for commercials and music videos. Closest comparable: similar London base, rosters of award-winning directors, sales-led model targeting global brands and labels.
• SMUGGLER: Global commercial and music-video production company with offices in LA, NYC, London, and beyond. Comparable in offering (director-driven commercial and music-video production) and in targeting global brands.
• Anonymous Content: US- and London-based production company and management firm for film/TV directors and commercials directors. Comparable because it represents elite directors and produces both commercial and long-form work for global brands.
• Object & Animal: London-based production company and director representation shop for commercials and music videos. Closely comparable in city, scale, business model, and target customers.
• Caviar: Production company with offices in NYC, LA, London, and Brussels producing commercials, music videos, and feature films. Similar scale and blue-chip brand client base as FRIEND.
• Partizan: London/LA/Paris-based director representation and production company spanning commercials, music videos, and content. Same talent-rep model, same target customers, and overlapping director roster territory as FRIEND.
• Iconoclast: Global director representation and production company with offices in NY, LA, London, and Paris. Comparable roster-based model for commercials, music videos, and content production.
• RSA Films: Ridley Scott-associated global production company with deep director roster for commercials, music videos, and feature films. Comparable as a London-origin, director-driven shop competing for the same global brand briefs.
• Pulse Films: London-based production company and music-video specialist producing commercials, music videos, and feature docs. Directly comparable in target customers (major brands, labels) and creative output.

Broad incumbents

• Radical Media: Larger, established global production company spanning commercials, music videos, documentaries, and feature films. Overlaps with FRIEND in commercial/music-video production but operates at significantly greater scale and scope.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks7 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/friend_london
• Xx.com/friend_london

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 FRIEND