What History Will Be Kind does

History Will Be Kind Pty Ltd (HWBK) is a Sydney-based creative communications agency founded in 2014 and operating as a subsidiary of the Deepend Group, alongside Deepend, Nomad, and How To Impact. The agency delivers integrated earned media, social media, influencer marketing, content creation, and performance marketing services to ambitious brands and purpose-led organisations across Australia and selected global markets. Its client base spans enterprise and high-growth names across travel, technology, fintech, consumer goods, hospitality, healthcare, and non-profit sectors, including Google, Hilton, Uber, Celebrity Cruises, Sydney Airport, Life360, Webjet, Sharesies, and McGrath Foundation. The agency is B Corp certified (October 2024) and has accumulated multiple industry awards spanning SABRE, PRIA, Mumbrella, and its own History Awards.

The company organises its offering into four branded service lines: History Makers (influencer/KOL engagement with proprietary methodology), History Matters (purpose-driven and ESG communications plus the History Matters Collective advisory panel), History Creates (content production across social, video, photography, and paid media), and Brand Visibility Engine (a framework co-developed with Deepend for AI-era brand discoverability across search and large language model ecosystems). Revenue is derived from professional services on project and retainer bases, with client acquisition driven by direct outreach, industry awards, case studies, and referrals. The agency operates from a single Sydney headquarters in Surry Hills with approximately a dozen named senior staff visible in the data, and has no public revenue disclosure, no external funding rounds, and no disclosed M&A activity.

Name

History Will Be Kind

Legal name

History Will Be Kind Pty Ltd

Website

https://historywillbekind.com.au

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

History Will Be Kind is a Sydney-based, B Corp-certified independent creative communications agency serving ambitious brands and purpose-led organisations across travel, technology, fintech, consumer, and healthcare with integrated PR, influencer, content, and performance marketing services.

Ownership category

akta.pro rank

Product category

Advertising & Public Relations Services

SIC

Services-Advertising (7310)

akta.pro primary industry

Cause, ESG & Sustainability Communications (MPAAADAL)

Keywords

• Creative communications agency
• Public relations services
• Influencer marketing agency
• Content production services
• Brand strategy consulting

Headquarters

HQ city

Surry Hills

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Agency Services: Integrated communications agency providing PR, social media, influencer marketing, content creation, and performance marketing services to brands and organisations on a project and retainer basis.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

History Will Be Kind is an integrated creative communications agency delivering PR, social media, influencer marketing, content creation, events, and performance marketing services to ambitious brands and purpose-led organisations. The agency packages its expertise under four branded offerings (History Makers, History Matters, History Creates, and Brand Visibility Engine) and operates on project and retainer-based engagements with enterprise clients across Australia and globally.

Product overview

History Will Be Kind operates as a creative communications agency offering four core branded service offerings: History Makers (influencer marketing with customer-centric methodology), History Matters (ESG and purpose-driven communications strategy), History Creates (content production across social, video, photography, and paid media), and Brand Visibility Engine (AI-era brand visibility optimization developed jointly with Deepend). The agency also delivers expertise across earned media/PR, events and activations, social media management, and performance marketing. The portfolio is unified by an integrated, earned-first approach combining storytelling with data science to drive reputational and commercial impact for ambitious brands and purpose-led organisations.

Differentiator

Problem solved

Functional benefit

Brands

• History Makers: A customer-centric approach to influencer collaboration with strategy, reputation and ROI baked in from day one.
• History Matters
• History Creates
• Brand Visibility Engine

Products and services

• History Makers A customer-centric approach to influencer and KOL collaboration combining strategy, reputation management, and ROI measurement. Uses proprietary technology and industry relationships for end-to-end influencer engagement, content co-creation, performance tracking, and insight generation. Targeted at brands seeking measurable influencer marketing impact.
• History Matters Purpose-driven communications and ESG strategy service that pairs communications expertise with ESG, sustainability, DEI, and innovation specialists via the History Matters Collective to help brands unlock and communicate their mission.
• History Creates Content production service delivering engaging content across channels, including social media management, video production, photography, TikTok/UGC content, copywriting, and paid media execution under an efficient, scalable production model.
• Brand Visibility Engine Joint offering with Deepend that improves brand visibility and authority in the age of AI by benchmarking, optimising, and measuring brand presence across AI and search ecosystems via three pillars: O1 Clarity (structured content discoverable to AI), O2 Credibility (authoritative digital PR and backlinks), and O3 Currency (continuous relevance as models evolve).

Quantifiable outcome

• Celebrity Cruises campaign achieved 240M earned reach globally
• +4 more outcomes

Named customers15 records

Segments5 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Deepend GroupcoreOthersParent company of History Will Be Kind. Deepend Group is a digital agency network that includes Deepend, Nomad, How To Impact, and History Will Be Kind. HWBK operates as part of the Deepend Group collective, sharing resources, expertise, and client delivery capabilities across the group.
• Good RelationscoreStrategic or Co-development PartnerInternational PR agency partnership for Celebrity Cruises global campaign. Good Relations (US and UK) partnered with History Will Be Kind to launch the world's first open-source, diversity-focused image library for the travel industry.
• B LabcoreOthersGlobal non-profit organisation that certifies B Corporations. History Will Be Kind achieved B Corp certification in October 2024 after 18-month assessment process measuring impact across team, community, environment, customers, and partners.
• Future WomenminorGTM or Marketing PartnerPartner organisation championing gender equity in Australian workplaces. History Will Be Kind is a partner, demonstrating commitment to DEI and gender equality in the workplace.
• Clean CreativesminorGTM or Marketing PartnerSustainability movement that HWBK has partnered with, committed to not working with fossil fuel industry. Demonstrates agency's commitment to environmental responsibility.
• Mums in AdsminorGTM or Marketing PartnerInitiative improving part-time job accessibility for mothers in advertising. HWBK is a partner, supporting working parents and diverse hiring in the industry.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Thinkerbell: Australian independent creative communications agency of similar scale and award pedigree. Closely comparable independent mid-market competitor pursuing earned, social and influencer-led campaigns for ambitious brands across ANZ.
• Sling & Stone: Australian independent PR and communications agency also certified B Corp with a tech/consumer brand focus. Direct peer in size, geography, ESG positioning and earned-media specialisation.
• Mango Communications: Sydney-based independent PR and influencer marketing agency. Similar scale, founder-led model and client roster targeting consumer and lifestyle brands in Australia.
• We Are Social: Global social-first creative agency with strong ANZ presence and influencer/content capabilities. Direct competitor on TikTok-led, influencer-driven campaigns for enterprise clients.
• Red Agency: Australian PR and creative communications agency with comparable enterprise client base and earned-media specialisation. Direct competitor in the ANZ agency-of-record market.
• Cummins&Partners: Australian independent creative and communications agency. Comparable in scale and channel-agnostic creative positioning; competes for the same mid-market enterprise creative-PR briefs.
• One Green Bean: Australian purpose-led PR and social communications agency. Competes head-to-head for the same purpose-driven enterprise brand mandates across ANZ.

Broad incumbents

• Edelman: Global independent PR firm (largest in the world) competing for the same enterprise PR mandates. Much broader geographic footprint and scale but overlapping capability in earned media, ESG and influencer strategy.
• FleishmanHillard: Global holding-company PR network (Omnicom) with purpose/ESG practice overlap. Direct competitor for ESG and purpose-driven enterprise PR mandates, with significantly larger scale.
• Ogilvy PR: Global integrated communications network (WPP-owned) with deep APAC presence. Competes with HWBK on integrated creative-PR pitches and offers scale advantages on global enterprise clients like Google, Hilton and Uber.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/historywillbekind
• LinkedInlinkedin.com/company/history-will-be-kind
• Instagraminstagram.com/historywbk/?hl=en
• Xx.com/HistoryWBK

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 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 History Will Be Kind