GingerComms

What GingerComms does

GingerComms (legally Ginger Publicity Ltd) is a London-based, specialist news generation agency founded in 2015 by Harriet Scott and her husband James, a former Sunday Mirror and Sunday People Editor. The agency creates data-driven PR stories — built on consumer survey research — that are designed to secure guaranteed national news coverage for UK brands and PR agencies. Its primary service offering bundles ideation, question writing, data analysis, release writing, media distribution, and media assets, with each sell-in contracted on the basis of a guaranteed minimum of two national media hits. The principal client segments are UK PR agencies (the majority customer base, acting as intermediaries for their brand clients) and large household-name consumer brands seeking earned media cut-through. Customer logos visible on the website span top-tier PR agencies (Red Brick Road, Publicasity, Storm, Here Be Dragons, Stir, Camarco, Midnight) and consumer-facing enterprises (Morrisons, Heinz, M&S, Sky, O2, Deliveroo, LNER, Quidco, UKTV).

The company operates as part of a small group with a vertically integrated research arm: the sister company Perspectus Global, launched in 2016 as the Ginger Research polling division, provides quantitative and qualitative survey fieldwork and analysis backed by a proprietary UK consumer panel of 100,000 respondents and access to panels in 99 countries. This research capability underpins GingerComms' ability to turn around survey-based stories quickly — including reactive "newsjacking" campaigns tied to trending news — and is the core technical/operational asset of the business.

Commercially, GingerComms runs a sales-led, project-based professional services model with quote-based pricing. The company is founder-owned and independent (no external investors or parent group evidenced), headquartered at 193 Lordship Lane, East Dulwich, London, with Doug Shields (former Sun journalist) as co-director. Distribution is direct to enterprise clients and PR agencies, supported by a content marketing engine — a long-running blog (active through July 2024), LinkedIn, Twitter/X, and the "Ginger News" email newsletter — and PRCA industry-association engagement. No mobile app, public API, or proprietary software product is offered.

Name

GingerComms

Legal name

Ginger Publicity Ltd

Website

https://gingercomms.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

GingerComms is a London-based, founder-owned specialist news generation agency that creates data-driven PR stories from consumer survey research and sells them, project-by-project, to UK PR agencies and household-name consumer brands, guaranteeing minimum national media coverage per sell-in.

Ownership category

akta.pro rank

Product category

Public Relations News Generation Services

NAICS

Public Relations Agencies (54182), Marketing Research and Public Opinion Polling (541910)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Reputation Management & Online PR (BPAFADAN)

akta.pro secondary industries

Digital PR & Social Media Communications (MPAAADAJ), Social & Digital Insights (Social Listening, Online Community Research) (MPAAALAK)

Keywords

• News generation services
• PR research agency
• Consumer survey research
• Earned media coverage
• Data-driven PR storytelling

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, Others

Revenue model

1. News Generation Services: PR research and news generation services for brands and PR agencies, including consumer research, data analysis, release writing, and media distribution to secure national news coverage.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

GingerComms is a specialist news generation agency that creates data-driven PR content to secure national media coverage for brands and PR agencies. The end-to-end offering covers ideation, question writing, data analysis, press release writing, media distribution, and media assets, all underpinned by their in-house research division Perspectus Global which runs consumer surveys across a UK panel of 100,000 respondents and 99 international markets.

Product overview

GingerComms operates as a specialist news generation agency with two primary offerings: its core news generation service (GingerComms) which creates PR-driven content for national media coverage, and its research division Perspectus Global which provides consumer research capabilities including survey panels, fieldwork, and data analysis. The services work together to deliver research-backed stories that achieve national news exposure for clients.

Differentiator

Problem solved

Functional benefit

Brands

• Perspectus Global: Sister research company and insights agency with a UK panel of 100,000 respondents and access to panels in 99 countries. Provides question writing, consultation for surveys, fieldwork, data analysis, desk research, report writing, auditing and white paper creation.

Products and services

• GingerComms News Generation End-to-end news generation service for PR agencies and household-name brands, covering ideation, question writing, data analysis, release writing, media distribution, and media assets, with a guaranteed KPI of at least two national hits per sell-in.
• Perspectus Global Consumer Research Insights and consumer research service with a 100,000-strong UK panel and access to 99 international markets, delivering question writing, qualitative and quantitative consultation, fieldwork, data analysis, desk research, report writing, auditing and white paper creation.

Quantifiable outcome

• Guaranteed minimum of two national hits per sell-in
• +3 more outcomes

Named customers17 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered minor and core.

• Bristol Rovers Football ClubminorStrategic or Co-development Partner · 19 February 2015GingerComms partnered with Bristol Rovers to advise the club's board of directors on PR and communication matters. Doug Shields represented GingerComms in this arrangement.
• Perspectus GlobalcoreStrategic or Co-development PartnerPerspectus Global is GingerComms' research division and sister company. It provides question writing and consultation for quantitative and qualitative surveys, fieldwork, data analysis, desk research, report writing, auditing and white paper creation. It has a UK panel of 100,000 respondents and access to panels in 99 countries.
• PRCA (Public Relations and Communications Association)minorStrategic or Co-development PartnerGinger Research (part of GingerComms group) partnered with PRCA for industry research, including the 2019 overservicing study of 450+ PR professionals.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Opinium: UK-based consumer insights firm with a sizable consumer panel and PR research practice, frequently producing data-led stories for national press. Direct comparator in panel-led PR research.
• Survation: UK polling and consumer research firm with a track record of producing PR-friendly research and survey-led stories for media outlets. Similar specialist positioning in the research-for-PR space.
• Perspectus Global: Sister research company under the GingerComms group operating a 100,000-strong UK consumer panel with access to 99 international markets. Shares the same panel infrastructure and overlapping client base.
• Censuswide: UK-based consumer research agency with a strong PR research practice, producing survey-led stories for national media. Closely comparable in service offering and customer profile.
• 72Point: UK-based specialist news generation agency where founder Harriet Scott worked for 12 years before launching GingerComms. Operates in the same niche of consumer survey-driven PR stories for national press, making it the closest direct competitor.
• OnePoll: UK news generation and consumer polling agency that produces research-led stories for PR agencies and brands, comparable in service mix and target market to GingerComms.

Broad incumbents

• YouGov: Large global polling and consumer intelligence firm with a much broader research portfolio and significantly larger panel. Overlaps with GingerComms' PR research work but at a much larger scale and across a wider range of services.
• Kantar: Global research and insights group with extensive consumer research, media, and PR capabilities. Comparable in the research-for-PR space but at vastly greater scale and with a broader portfolio of services beyond news generation.
• Savanta: Research and insights firm (incorporating former ComRes) with a PR research and public opinion polling heritage in the UK. Operates at greater scale than GingerComms but in an overlapping research-for-PR niche.
• Ipsos: Global market research and consumer insights firm with PR-facing research products. While much larger and broader than GingerComms, its PR research practice addresses similar client needs at higher scale.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/gingercomms
• LinkedInlinkedin.com/company/gingercomms

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 record

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 GingerComms