BrandFuel

What BrandFuel does

BrandFuel is a London-based creative experience agency founded in December 2004 (originally as Sprout, renamed BrandFuel in April 2005) that produces brand experiences, events, exhibitions, conferences, and retail environments for global enterprise clients. The company employs 70+ staff (called Fuellers) and operates across four integrated service lines: Brand Consultancy (strategic account management), Brand Experience (end-to-end event and exhibition delivery), Film & Broadcast (bespoke broadcast solutions via the proprietary Fuel Studios facility), and Digital (2D/3D design, animation, web, apps, data visualisation, and virtual environments). Its customer base is anchored by long-running enterprise relationships with Google (since 2006), Niantic, Zoom, Android/Google, BlackRock, Arm, and UEFA, with flagship projects delivered at venues such as Mobile World Congress in Barcelona, the World Economic Forum in Davos, and Tate Modern. Notable proprietary assets include the Trace carbon-tracking tool (used with carbon offset partner Forest Carbon), Fuel Studios (a broadcast-quality television studio launched during Covid in 2020), and the internal Fuel Cells staff development concept.

The agency's revenue model is professional services-based, generating fees through project-based engagements for design, project management, and delivery of experiential marketing campaigns. Pricing is quote-based and project-specific with no public pricing available. Go-to-market is direct enterprise sales only, with no resellers, marketplaces, or self-serve channels; the firm relies on relationship-driven long-term partnerships with blue-chip clients. Geographic footprint spans the UK (London headquarters at LABS House, Bloomsbury Way), the United States (New York office opened in 2026 at 155 E 44th St as a joint venture with Worth Media Group and Clarim Holdings), and Japan (temporary operations supporting the Escal8 hackathon in Tokyo). In 2026, a minority equity stake was sold to Clarim Holdings, founded by Jim McCann of 1-800-Flowers.com, and the New York JV was formalised. The firm holds ISO 20121, ISO 9001, ISO 27001, and ISO 13485 certifications, and has received the Queen's Award for Enterprise in International Trade (2021) and the King's Award for Enterprise in International Trade (2024). Co-founder David Ball passed away in November 2025; Jim McCann subsequently became Chairman and Jeremy Read was promoted to Executive Business Director in 2026, with co-founder Sue Sawyer continuing as CEO.

Name

BrandFuel

Legal name

Brandfuel Ltd.

Website

https://brandfuel.co.uk

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

51–100 employees

Short description

BrandFuel is a London-based creative experience agency producing events, exhibitions, brand activations, broadcast, and digital content for global enterprise clients such as Google, Niantic, Zoom, and BlackRock, with 70+ staff and a newly opened New York office.

Ownership category

akta.pro rank

Product category

Experiential Marketing Services

NAICS

Advertising Agencies (54181), Graphic Design Services (541430)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

Brand Experience (BX) & Service Design (BPAFAEAI)

akta.pro secondary industries

Experiential, Event & Sponsorship Marketing (BPAFAAAH), Environmental & Experiential Brand Design (Retail/Exhibit/Signage) (MPAAAEAG)

Keywords

• Experiential marketing services
• Brand experience design
• Event production agency
• Exhibition stand design
• Creative agency services

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Creative Experience Agency Services: BrandFuel generates revenue through project-based engagements as a creative experience agency. Services include events, conferences, exhibitions, brand experiences, identity design, and digital services. Revenue is derived from professional services fees for design, project management, and delivery of experiential marketing campaigns for enterprise clients.
2. Exhibition and Event Production: Design and delivery of large-scale exhibition stands, hackathons, summits, and brand activations. Revenue comes from production fees, on-site management, and related services for major brand events.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

BrandFuel is a creative experience agency that designs and delivers brand experiences, events, exhibitions, conferences, brand activations, and identity design for global enterprise clients. The agency offers end-to-end services from concept through to execution, including broadcast solutions and digital design capabilities, with a team that can scale from 4 to 330+ members for major events.

Product overview

BrandFuel is a creative experience agency offering a unified portfolio of four core services: Brand Consultancy (strategic account management and project scoping), Brand Experience (events, conferences, exhibitions, pop-ups, and developer conferences), Film & Broadcast (custom broadcast solutions for fundraisers and conferences), and Digital (multidisciplinary design studio for visual content, animation, web, apps, and virtual environments). The agency operates as a single integrated offering rather than modular software products, delivering end-to-end experiential projects for clients.

Differentiator

Problem solved

Functional benefit

Products and services

• Brand Consultancy Strategy and identity services covering brand positioning, design systems, and creative direction for enterprise clients such as Google and BBC Studios.
• Brand Experience End-to-end design and delivery of live brand experiences including events, exhibitions, conferences, and activations for global brands such as Google, Zoom, Niantic, Android, TikTok, and Mercedes-Benz.
• Film & Broadcast Broadcast and film production services delivered through BrandFuel's in-house Fuel Studios and Fuel Stream platform, providing broadcast-quality video, live streaming, and event broadcasting for enterprise clients.
• Digital Digital design and development services supporting the design, build, and operation of digital touchpoints — including interactive experiences powered by Fuel Cells — for enterprise brand and event programs.

Quantifiable outcome

• £46 million ($55.9 million) economic impact generated for London from single Pokémon GO Fest event
• +5 more outcomes

Named customers14 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Ten partnerships are on record, tiered flagship, core and minor.

• Banda AgencyflagshipStrategic or Co-development PartnerKyiv-based creative agency that partnered with BrandFuel on the Bravery in Ukraine project at Tate Modern. The partnership brought to life the nation's struggle for survival through immersive installations.
• Worth Media GroupcoreStrategic or Co-development PartnerNew York-based media group that formed a joint venture with BrandFuel in 2026, establishing the company's US presence alongside parent company Clarim Holdings.
• GoogleflagshipStrategic or Co-development PartnerLong-standing partnership since 2006 delivering Google Zeitgeist, Escal8 hackathons, and ongoing work at World Economic Forum (19 clients). Partnership spans nearly 20 years.
• NianticflagshipStrategic or Co-development PartnerPartnership for Pokémon GO Fest events in Europe (London 2023, Madrid 2024). BrandFuel handles end-to-end design and delivery of immersive Trainer experiences.
• Mobile World Congress / GSMAflagshipStrategic or Co-development PartnerPartnership since 2011 for Android exhibition presence at MWC Barcelona. Includes 216m outdoor Android Avenue stand. Partnership has yielded 30+ industry awards.
• Humanitarian Leadership AcademyflagshipStrategic or Co-development PartnerPartnership to deliver Humanitarian Xchange summit in 2024, bringing together 120 speakers and changemakers with mission to mobilize a million new humanitarians.
• TracecoreTechnology or IntegrationCarbon-tracking tool partner used by BrandFuel to measure, manage, and reduce carbon emissions for events. Provides detailed sustainability reporting for clients.
• ISLAminorStrategic or Co-development PartnerSustainability organization partnered with BrandFuel for sustainable event practices.
• Business Design Centre LondonminorChannel Partner/ Reseller/ DistributorVenue partner for Humanitarian Xchange, negotiated at discounted rates.
• The Soup KitchenminorStrategic or Co-development PartnerCommunity partnership begun in 2023 supporting vital work helping vulnerable people in the local area.

Scale indicators14 records

Recent moves7 records

Expansion highlights6 records

Others

• Cvent: Event management software platform providing registration, venue sourcing, and virtual event tools. Already a BrandFuel technology partner for Humanitarian Xchange; adjacent ecosystem participant rather than direct competitor.

Broad incumbents

• Wasserman: Large sports, music, and entertainment marketing agency that runs major brand experiences and live events. Comparable in delivering enterprise brand experiences at scale, particularly across sports and entertainment sponsorships.

Direct peers

• Sparks: Brand experience agency delivering trade shows, conferences, and digital experiences for global brands. Overlaps with BrandFuel in event production, exhibition design, and integrated digital delivery.
• George P. Johnson Experience Marketing: Large experiential marketing agency producing flagship events, conferences, and brand experiences for technology and B2B clients. Directly comparable in serving enterprise tech clients with multi-venue event programmes.
• Imagination: Independent brand experience agency delivering events, exhibitions, and brand environments for global clients. Comparable to BrandFuel in the integrated design-and-delivery model for enterprise experiential work.
• Jack Morton Worldwide: Global brand experience agency creating events, exhibitions, and brand activations for major enterprise clients. Closely comparable to BrandFuel in service mix (events, exhibits, brand experiences) and enterprise GTM.
• Amplify: Brand experience agency creating live events, activations, and content for global brands. Comparable in serving technology and consumer clients with award-winning experiential campaigns.
• Momentum Worldwide: Global experiential marketing agency within the Interpublic Group, delivering brand experiences, sponsorships, and shopper activations. Comparable in enterprise event-led GTM and global delivery footprint.
• Mazarine (formerly MKG): Creative brand experience agency focused on luxury, fashion, and lifestyle events and pop-ups. Comparable as a creative-led experiential agency serving global brand clients with integrated event and content capabilities.

Regional players

• Hot Pickle: UK-based brand experience and event agency serving fashion, lifestyle, and corporate clients. Comparable as a London-headquartered experiential agency with a similar client mix, though smaller and more retail-skewed.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

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• Xx.com/brandfueluk

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 BrandFuel