Firebrick
Firebrick People is a UK-based outsourced field marketing and promotional staffing agency, founded in 2015, that recruits and manages field teams for free newspaper distribution and FMCG product sampling campaigns. It serves enterprise clients including Metro, British Airways, Tui, Daily Mail, ITV2, and major consumer goods brands.
- Company typePrivate
- Founded2015
- HeadquartersKettering, United Kingdom
- Headcount501–1,000
- GTM typeB2B
- OfferingServices
What Firebrick does
Firebrick Partnership Ltd, trading as Firebrick People, is a UK-based outsourced field marketing and promotional staffing agency founded in 2015 and headquartered in Kettering. The company recruits, trains, and manages dedicated field teams that distribute, promote, and merchandise brands and products for clients across the United Kingdom, with a particular focus on free newspaper and magazine distribution (e.g., Metro) and FMCG product sampling campaigns (e.g., San Miguel, Perrier, Babybel, Lavazza, Colgate). Its core offering is the provision of motivated, hands-on-managed promotional teams, supported by a TUPE-capable team transfer and turnaround capability, plus a technology-enabled field data collection and reporting service that gathers qualitative and quantitative metrics from campaigns for client reporting.
The business operates a custom-quoted, professional-services model with multi-year contracts for distribution clients and project-based engagements for sampling and promotional campaigns. Firebrick is founder-owned and bootstrapped by co-founders Sally Summerhayes and Tim Fellows, both of whom bring 18+ years of combined experience in field marketing and free distribution; Tim previously served as FD and then MD of the UK's foremost free distribution operator for ten years. Go-to-market is sales-led and relationship-driven, leveraging founder networks, direct outreach, and a campaign portfolio that includes work for major UK brands such as British Airways, Tui, Daily Mail, Western Union, ITV2, and BT TV. Distribution is entirely direct-to-client across a single-country UK footprint.
Firebrick firmographics
Firmographics- Name
- Firebrick
- Legal name
- Firebrick Partnership Ltd
- Website
- https://firebrickpeople.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Firebrick People is a UK-based outsourced field marketing and promotional staffing agency, founded in 2015, that recruits and manages field teams for free newspaper distribution and FMCG product sampling campaigns. It serves enterprise clients including Metro, British Airways, Tui, Daily Mail, ITV2, and major consumer goods brands.
- Ownership category
- akta.pro rank
Firebrick industry classification
Industry- Product category
- Promotional Staffing / Field Marketing Services
- NAICS
- Convention and Trade Show Organizers (56192)
- akta.pro primary industry
- Street Team & Flyer Distribution Staff (HSACAEAF)
Keywords
Where Firebrick is headquartered
LocationHeadquarters
- HQ city
- Kettering
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Firebrick business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Promotional Staffing Services: Provides teams of people to promote, distribute and merchandise client brands and products. Revenue generated through professional services fees for field marketing, event staffing, product sampling, and distribution management. Services include recruiting dedicated teams, managing TUPE transfers, and providing hands-on account management.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Custom service packages tailored to client requirements |
Go-to-market motion2 records
Distribution channels1 record
Marketing channels5 records
Firebrick product offering
Product offeringCore offering
Firebrick provides outsourced promotional staffing and field marketing teams that distribute, promote, and merchandise client brands across the United Kingdom. The company recruits, trains, and manages dedicated field teams for product sampling, free newspaper and magazine distribution, brand activation events, and retail merchandising campaigns, primarily serving major media distribution publishers and FMCG brands. It also handles TUPE transfers between agencies and offers a field data collection and reporting capability to deliver meaningful insights to clients.
Product overview
Firebrick is a single unified service offering centered on providing outsourced promotional staffing and field marketing teams. The core offering consists of Promotional Staffing Services (distributing, promoting, and merchandising brands), supported by Field Team Management (recruitment, training, and team administration including TUPE transfers). Their campaigns span sampling, product promotions, and media distribution, with a technology-enabled Field Data Collection & Reporting service that provides clients with meaningful reports. The company operates primarily in the UK media distribution and FMCG sectors.
Differentiator
Problem solved
Functional benefit
Products and services
- Promotional Staffing Services Outsourced event teams that distribute, promote, and merchandise brands and products across the United Kingdom, with a focus on field marketing and free distribution operations for major publishers and FMCG brands.
- Field Team Management Recruitment, motivation, training, and management of field teams including dedicated team creation, TUPE process transfers between agencies, integration of field teams from agency to in-house, and turnaround of under-performing teams for client publishers and brands.
- Promotional Campaigns Sampling activities, product promotions, media distribution campaigns, and brand activation events delivered for clients across various sectors including FMCG and media publishing.
Companies that use Firebrick
Customer profileNamed customers20 records
Segments2 records
Ideal customer profiles2 records
Firebrick technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Firebrick partnerships and signals
Strategic signalScale indicators2 records
Recent moves4 records
Expansion highlights3 records
Firebrick competitors and assessment
Company assessmentDirect peers
- CPM Group: Global field marketing and sales activation agency offering promotional staffing, merchandising, and brand activation. Closely comparable business model to Firebrick but with significantly larger international scale across multiple geographies.
- Gekko Field Marketing: UK-based field marketing and brand activation agency providing staffing, experiential campaigns, and merchandising. Direct competitor in the same UK promotional staffing space with overlapping FMCG and media clients.
- Smarts UK: UK promotional staffing and brand activation agency providing field marketing teams, sampling, and event staffing for major FMCG and consumer brands. Direct competitor in the UK promotional staffing market.
- RPM (Relish Promotional Marketing): London-based promotional marketing and brand experience agency offering staffing, sampling, and field marketing campaigns. Operates in the same UK promotional staffing category with similar client base.
- MKG (My Marketing Group): UK experiential marketing and brand activation agency providing staffing, sampling, and live event campaigns for consumer brands. Operates in the same promotional staffing and field marketing category as Firebrick.
- Octopus Group: UK-based brand activation and field marketing agency offering promotional staffing, sampling, and retail campaigns. Competes directly with Firebrick for FMCG and consumer brand field marketing budgets.
Broad incumbents
- TRO: Global experiential marketing agency producing brand activations, sampling, and event campaigns. Broader portfolio and international scale than Firebrick but operates in the same field marketing and brand activation space.
- Maritz Travel / Maritz Global Events: Large experiential and event services company with promotional staffing and brand activation capabilities as part of a broader events and incentives portfolio. Comparable service overlap but materially larger and more diversified.
- Mosaic (Mosaic Sales Solutions): Large North American-based field sales and marketing agency offering staffing, retail activation, and event marketing as part of a broader sales solutions portfolio. Comparable service offering but at significantly larger scale and broader scope.
Emerging players
- Advocate Marketing Agency (AMA): UK-based field and experiential marketing agency providing staffing and brand activation services to consumer brands. Emerging player in the same promotional staffing space with overlapping capabilities for FMCG and media clients.
Market position
Strengths3 records
Weaknesses3 records
Competitive moat3 records
Key risks5 records
Key highlights5 records
Customer concentration
Firebrick social profiles
Digital presenceFirebrick financial estimates
Financial estimateRevenue estimate
Valuation estimate
Firebrick leadership team
Management profileNumber of profiles
Profiles2 records
Firebrick funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Firebrick M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Firebrick
What does Firebrick do?
Firebrick provides outsourced promotional staffing and field marketing teams that distribute, promote, and merchandise client brands across the United Kingdom. The company recruits, trains, and manages dedicated field teams for product sampling, free newspaper and magazine distribution, brand activation events, and retail merchandising campaigns, primarily serving major media distribution publishers and FMCG brands. It also handles TUPE transfers between agencies and offers a field data collection and reporting capability to deliver meaningful insights to clients.
Is Firebrick a public or private company?
Firebrick is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Firebrick founded?
Firebrick was founded in 2015. It employs 501 to 1,000 people.
Where is Firebrick based?
Firebrick is headquartered in Kettering, United Kingdom, in the Europe region.
How does Firebrick make money?
One revenue line is on record: promotional Staffing Services.
Who are Firebrick's main competitors?
Direct peers on record are CPM Group, Gekko Field Marketing, Smarts UK, RPM (Relish Promotional Marketing), MKG (My Marketing Group) and Octopus Group. Broad incumbents are TRO, Maritz Travel / Maritz Global Events and Mosaic (Mosaic Sales Solutions). Advocate Marketing Agency (AMA) is listed as an emerging player.
Does Firebrick have an API?
No public API is recorded for Firebrick.
What industry is Firebrick in?
Firebrick's product category is Promotional Staffing / Field Marketing Services. Its primary akta.pro industry code is HSACAEAF, Street Team & Flyer Distribution Staff. Its NAICS code is 56192.