What The Change Agencies does

The Change Agencies, founded in June 2019 by LaTricia Woods (Mahogany Xan Communications) and Ben Finzel (RENEW PR), is a privately-held national network of 16 independently-owned public relations, communications, and marketing firms operating across 13 major U.S. markets. Member agencies are owned by professionals from Black, Asian American, Hispanic, Indigenous, and LGBTQ communities, with 11 of 16 led by women, providing lived-experience cultural competency for clients seeking authentic multicultural and LGBTQ communications counsel. The network positions itself as the nation's first inclusive communications agency network and serves Fortune 500 corporations, trade associations, foundations, nonprofits, government entities, and privately-held firms across consumer, healthcare, technology, financial services, and other verticals.

The company's core deliverables are organized around four service pillars—Strategy, Insight, Engagement, and Analysis—delivered through member agencies and supported by two proprietary tools: The CHANGE Audit, a structured evaluation framework for inclusive communications efforts, and It's Not Pie, a customizable DEI communications program with talking points, draft materials, social media guides, and media training. The underlying technology is light: there is no proprietary software platform, no API, and no disclosed AI/ML capabilities; the offering is fundamentally a curated, professionally-staffed consulting network.

The business model is professional services delivered through independent member agencies that bill clients directly, with The Change Agencies functioning as a collective brand, referral mechanism, and methodology owner. Pricing is not publicly disclosed and is quote-based on customized engagement scope. The organization has no disclosed external investors, no funding rounds, and no parent company; member agencies remain independently owned and operated, limiting capital-intensive scaling but also limiting direct revenue capture at the network level.

Name

The Change Agencies

Legal name

The Change Agencies

Website

https://thechangeagencies.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

The Change Agencies is a national network of 16 independently-owned PR firms owned by Black, Asian American, Hispanic, Indigenous, and LGBTQ professionals, delivering inclusive multicultural communications, public affairs, and DEI consulting services to corporations, nonprofits, and government clients across 13 major U.S. markets.

Ownership category

akta.pro rank

Product category

Public Relations Services

NAICS

Public Relations Agencies (54182), Advertising, Public Relations, and Related Services (5418)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Organization Design & Change Management Consulting (BPAHACAD)

akta.pro secondary industry

Workplace Change Management & Communications (BPABAFAK)

Keywords

• Inclusive communications network
• Multicultural public relations
• Diversity marketing consulting
• LGBTQ communications agency
• DEI communications strategy

Headquarters

HQ city

Washington

HQ country

United States

HQ region

North America

Offices14 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Professional Communications Consulting Services: The Change Agencies member firms provide a broad range of communications, marketing and business consulting services including corporate communications, consumer marketing, public affairs, crisis communications, internal communications, employee engagement and government affairs. Services are organized into four primary areas: Strategy, Insight, Engagement, and Analysis. Member agencies bill clients directly for their services, with collaboration facilitated through the network.
2. The CHANGE Audit: Proprietary assessment tool offered to companies and organizations to evaluate their inclusive communications efforts. Provides objective and quantitative evaluation of external and internal communications efforts, measuring and evaluating inclusive marketing efforts across diverse communities.
3. It's Not Pie DEI Communications Program: Customizable communications toolkit for companies committed to diversity, equity and inclusion programs. Includes talking points, draft materials, social media guides, web copy, and media training services for client executives to support or defend DEI programs.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

The Change Agencies is a national network of 16 independent, diversely-owned public relations agencies that deliver inclusive communications, public affairs, marketing, and DEI consulting services to businesses and organizations. The network delivers four service pillars—Strategy, Insight, Engagement, and Analysis—augmented by two proprietary tools: The CHANGE Audit (objective evaluation of inclusive communications) and It's Not Pie (a DEI communications program with talking points, social media guides, and media training).

Product overview

The Change Agencies is a national network of independent public relations, communications, and marketing agencies offering inclusive communications services. The core offerings include two proprietary tools—The CHANGE Audit (for evaluating inclusive communications efforts) and It's Not Pie (a DEI communications toolkit)—alongside four service pillars: Strategy, Insight, Engagement, and Analysis. These services are delivered through a network of 16 member agencies operating across 13 major U.S. markets, specializing in reaching African American, Asian American, Hispanic, Indigenous, and LGBTQ communities.

Differentiator

Problem solved

Functional benefit

Brands

• The CHANGE Audit: A proprietary tool designed to provide companies and organizations with an objective evaluation of their inclusive communications efforts. Follows a step-by-step approach to Research, Analyze, Recommend and Evaluate external and internal communications.
• It's Not Pie

Products and services

• The CHANGE Audit A proprietary evaluation tool that provides companies and organizations with an objective assessment of their inclusive communications efforts. It follows a step-by-step approach to Research, Analyze, Recommend, and Evaluate external and internal communications, measuring and evaluating inclusive marketing efforts by, for, and about African-American, Asian-American Pacific Islander, Hispanic, and LGBTQ markets against the CHANGE criteria: Comprehensive, Honest, Authentic, Nuanced, Growth-focused, Essential.
• It's Not Pie A customizable DEI communications program that helps companies and organizations communicate why they support diversity, equity, and inclusion programs to their stakeholders. It includes talking points for employees and customers, draft materials for program launch or continuation, sample social media guides, web copy, and media training for client executives. The program addresses opposition to DEI initiatives by communicating that equity does not mean less for some, but more for all.
• Strategy Services Helps businesses and organizations identify and assess multicultural and LGBTQ communications challenges and opportunities. Includes The CHANGE Audit, Community Outreach Opportunity, and Media Reputation Assessment.
• Insight Services Works with businesses and organizations to understand the needs of multicultural and LGBTQ communities. Includes Market Readiness Educational Training, Messaging Development, Community and Cultural Assessments, and Employee Engagement including ERGs.
• Engagement Services Partners with businesses and organizations to create audience-specific strategies for multicultural and LGBTQ communities. Includes Media 101 Training, Media Relations, Influencer Networks Outreach, Legislative Response Toolkits, Brand Sponsorships, and Brand Development and Creative Design.
• Analysis Services Assists businesses and organizations with approaches and tools to measure the success of their inclusive marketing programs. Includes Market Research, Internal Company Surveys, and External Company Surveys.

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators4 records

Recent moves8 records

Expansion highlights4 records

Broad incumbents

• WE Communications: Mid-to-large global communications agency with established multicultural and DEI practice areas serving technology and consumer brands. Competes for the same F500 inclusive communications and DEI communications budgets while operating well beyond the niche.
• Edelman: Global public relations firm with a dedicated DEI and multicultural practice serving many of the same Fortune 500 clients. A broader incumbent offering overlapping inclusive communications and change-management capabilities as part of a wider portfolio.
• Golin: Global public relations firm within the IPG network offering multicultural and earned-media services to enterprise clients. Overlaps with The Change Agencies on corporate communications and DEI advisory, but as part of a much broader portfolio.

Direct peers

• Alma: Independent, Hispanic-led marketing agency offering advertising, PR, and communications for brands seeking cultural authenticity with U.S. multicultural audiences. Directly comparable to The Change Agencies' Hispanic member agency slate and its DEI communications services.
• Dieste: Hispanic-focused creative and media agency within the Omnicom network providing culturally fluent communications for U.S. Hispanic audiences. Overlaps with The Change Agencies' Hispanic-community member agencies (e.g., Siarza, SDH Communications) on the same targeting and cultural-competency thesis.
• Hemsworth Communications: Multicultural PR and social-impact agency serving corporate, nonprofit, and government clients with expertise across diverse communities. Closely comparable in client mix (Fortune 500, foundations, advocacy orgs) and inclusive communications value proposition.
• IW Group: Asian American-focused full-service marketing and communications agency headquartered in Los Angeles. Highly comparable to The Change Agencies' member firms offering culturally authentic communications for a specific multicultural segment.
• Burrell Communications Group: Independent, Black-owned full-service advertising and communications agency focused on multicultural and African American audiences. Mirrors The Change Agencies' strategy of leveraging lived community experience as a competitive moat for corporate clients.
• Crossfield Communications: Hispanic-focused PR and marketing agency delivering bilingual communications for corporate and nonprofit clients. Comparable in mission, client mix, and community-owned positioning to The Change Agencies' Hispanic member agencies.

Others

• National Gay & Lesbian Chamber of Commerce (NGLCC): U.S. certification and advocacy organization connecting LGBTQ-owned businesses (including RENEW PR, a Change Agencies co-founder's firm) with corporate supplier diversity programs. Ecosystem participant that funnels corporate spend toward the network's member agencies rather than a direct competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xtwitter.com/changeagencies
• Facebookfacebook.com/TheChangeAgencies
• LinkedInlinkedin.com/company/the-change-agencies

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 The Change Agencies