What Definition Group does

Definition Group is a London-headquartered, UK private creative marketing agency offering an integrated portfolio of services spanning brand strategy, marketing campaigns, public relations, employee experience, video production, brand language, training, and AI-enabled marketing through its "Definition AI" sub-brand. The firm serves enterprise and government clients across B2B technology, financial services, public sector, transport, STEM, professional services, social impact, and leisure and hospitality verticals, with a named client roster that includes HSBC, Checkout.com, Network Rail, Monzo, Zurich Insurance, the Cabinet Office, the Financial Conduct Authority, Amazon, Google, Honda, Marstons, and Benenden Health. Sub-brand micro-sites on separate domains (B2B, PR/comms, Video, Definition AI) operationalize a verticalized go-to-market approach.

The business has scaled primarily through acquisition: seven deals had been completed as of May 2023, including three in the preceding twelve months, with the seventh — London-based creative marketing agency OTM — expanding the team to 120 specialists and lifting group revenue to £14 million. Headcount has therefore grown from the founding 51–100 band into the 120 range, and the operating geography is concentrated in the United Kingdom with London as the headquarters. The monetization model is professional services: quote-based project and retainer engagements for enterprise clients, with pricing not publicly disclosed.

Definition Group's technology and AI positioning centers on the Definition AI product line, described as providing access to advanced AI capabilities supported by specialist implementation, training, and consultancy — consistent with third-party model consumption wrapped in agency expertise rather than proprietary model development. Distribution is enterprise field sales, supported by a content engine covering insights, resources, tools, and active organic social presence on YouTube, LinkedIn, and Instagram. The company is privately held with no disclosed parent, investors, or ownership structure.

Name

Definition Group

Legal name

Definition Group

Website

https://definition-group.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

51–100 employees

Short description

Definition Group is a London-headquartered creative marketing agency offering integrated brand, marketing, PR, employee experience, video, language, and AI-enabled services to enterprise and government clients across financial services, B2B technology, and public sector verticals.

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Marketing Services: Professional marketing agency services including brand, marketing, PR, employee experience, AI, video, language, and training. Revenue generated through service fees, likely project-based and retainer arrangements for enterprise clients.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Definition Group is a full-service marketing agency delivering brand, marketing, PR, employee experience, video, language, and training services to enterprise clients across B2B, financial services, technology, public sector, and other verticals. The group also offers AI-powered services through Definition AI and AI training and consultancy, combining specialist human expertise with AI tooling for marketing, brand, and content applications.

Product overview

Definition Group is a marketing agency offering an integrated portfolio of services. The core offerings include Brand, Marketing, PR, Employee Experience, Video, Language, and Training services. The group also provides specialized AI services through Definition AI (an AI-powered solution) and AI Training and Consultancy. Services are delivered across multiple sector specializations including B2B, Financial Services, Tech, STEM, Professional Services, Transport, Public Sector, Social Impact, and Leisure and Hospitality. The company was formed through multiple acquisitions, including the recent acquisition of OTM (a marketing agency specializing in B2B technology, financial services, and public sector).

Differentiator

Problem solved

Functional benefit

Brands

• B2B: B2B focused division of Definition Group
• PR
• Definition AI
• Video

Products and services

• Definition AI AI-powered solution providing access to advanced AI capabilities with specialist support for implementation and training, aimed at enterprise marketing teams.
• AI Training and Consultancy Specialized training and consultancy services to help organizations implement and optimize AI solutions within their marketing and communications workflows.
• Brand Services Comprehensive brand strategy and development services helping organizations build distinctive brand identities, for enterprise clients across multiple sectors.
• Marketing Services Data-informed marketing services focused on human-centric approaches for enterprise clients across B2B, financial services, public sector, and other verticals.
• PR Services Public relations services focused on visibility, reputation management, and business growth for enterprise clients.
• Employee Experience Services Internal brand and employee experience services, including experience design and events management, for enterprise clients.
• Video Services Video production services delivering impactful, technically precise, creative, and objective-driven content for enterprise clients.
• Language Services Brand language services including tone of voice development and copywriting that resonates with target audiences, including global tone-of-voice programs.
• Training Services Learning and development services designed to create lasting behavioral change and skill retention for enterprise teams.

Quantifiable outcome

• HSBC achieved 20% more business customers through improved onboarding
• +4 more outcomes

Named customers20 records

Segments8 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators3 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• Mother London: Independent London-based creative agency. Most directly comparable as a London-headquartered creative shop serving enterprise and consumer brands across brand strategy, campaigns and integrated communications.
• Anomaly: Global independent creative agency with London office. Comparable as a multi-disciplinary brand and marketing agency working with major enterprise clients across B2B, consumer and technology sectors.
• Bartle Bogle Hegarty (BBH): Iconic London creative agency. Comparable as an independent, award-winning London agency focused on brand-building creative campaigns for major enterprise clients, similar to Definition Group's core brand and marketing offering.
• The & Partnership: Independent London-based creative and marketing agency network. Comparable as a multi-disciplinary UK agency offering brand, advertising, PR and digital services with similar vertical coverage to Definition Group.

Broad incumbents

• Stagwell: Marketing and communications holding company (Assembly, Anomaly, Doner). Closely comparable as a roll-up strategy acquirer of digital, creative and PR agencies — sharing a buy-and-build model similar to Definition Group's.
• WPP plc: World's largest marketing services holding company (Ogilvy, VMLY&R, GroupM, Hogarth). Comparable as a multi-disciplinary enterprise marketing services group spanning brand, PR, digital media and content — though at vastly greater scale and global reach than Definition Group.
• Publicis Groupe: Global marketing and communications holding company (Leo Burnett, Saatchi & Saatchi, Publicis Sapient). Competes with Definition Group across brand, marketing, PR and digital transformation services for the same enterprise client base.
• Havas: Global marketing and communications group (Havas Creative, Havas Media). Comparable broad incumbent with integrated brand, PR, media and digital services competing for the same enterprise client budgets.
• Omnicom Group: Global advertising and marketing holding company (BBDO, DDB, TBWA). Directly comparable in delivering integrated brand, advertising and PR services to large enterprise clients including financial services and B2B technology.
• Dentsu Group: Japan-headquartered global marketing services group. Competes with Definition Group across creative, media, PR and customer experience services, particularly in financial services and technology verticals.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@thisisdefinition
• LinkedInlinkedin.com/company/thisisdefinition
• Instagraminstagram.com/thisisdefinition
• Xx.com/DefinitionGroup

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Definition Group