What Hero & Outlaw does

Hero & Outlaw is a Prague-based, selectively-positioned communications and PR agency operating in the Czech market. Founded by Marek Hanč (timing reported as 2018 in firmographics and 2020 in company history), the firm serves enterprise clients across healthcare, government, insurance, and manufacturing sectors, including notable engagements with AKESO Holding (the second-largest healthcare group in the Czech Republic), Czech Insurance Association (ČAP), BESIP, and Motol University Hospital. The agency's revenue model is professional services-based, with project-driven engagements and ongoing client relationships; pricing is not publicly disclosed and is understood to be quote-driven for enterprise work.

The agency's service portfolio spans communications, crisis communications, customer experience, digital influence, foundations and philanthropy, litigation, regulation, and investigation support. Its core proprietary product is CustEx, a customer experience platform developed over more than a year that combines psycho-sociological research, public opinion data, and mass communication expertise to enable upselling, cross-selling, and customer segmentation based on psychological profiles. Hero & Outlaw has earned international recognition including a Cannes Silver Lion (2022) and Cannes Bronze Lion, alongside Czech marketing industry awards (Gold Lemur, Gold Nutcracker, Gold Effie, Gold Semicolon), and has demonstrated national-scale campaign execution reaching 9 million people in a single day.

The go-to-market motion is enterprise field sales with a selective client acquisition approach. The 34-person team operates from a single headquarters in Prague 6, with no disclosed geographic expansion beyond the Czech Republic. Distribution is direct, with senior PR specialists managing client relationships. The agency positions itself as a premium boutique rather than a volume player, explicitly rejecting clients that do not align with its capabilities and holding itself out as executing campaigns that no other Czech agency can deliver.

Name

Hero & Outlaw

Legal name

Hero & Outlaw

Website

https://heroandoutlaw.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Hero & Outlaw is a Prague-based selective PR and communications agency serving enterprise clients in Czech healthcare, government, insurance, and manufacturing, with a proprietary CustEx customer segmentation platform and Cannes Lions-recognized national campaigns.

Ownership category

akta.pro rank

Product category

Public Relations and Communications Services

SIC

Services-Advertising (7310)

akta.pro primary industry

Brand Safety, Monitoring & Social Listening (MPAAAOAA)

akta.pro secondary industries

Branded Documentary / Nonfiction (Corporate & NGO) (MPADADAK), Misinformation/Disinformation & Narrative Defense (MPAAAOAL)

Keywords

• Public relations services
• Crisis communications
• Corporate reputation management
• Customer experience consulting
• Integrated marketing campaigns

Headquarters

HQ city

Prague

HQ country

Czechia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. PR and Communications Services: Professional services revenue model providing communications, crisis communications, customer experience, digital influence, and strategic consulting services to enterprise clients in the Czech market. Revenue generated through project-based engagements and ongoing client relationships.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Hero & Outlaw is a selective PR and communications agency that provides enterprise clients with integrated communications, crisis communications, customer experience, digital influence, reputation management, and strategic consulting services. Its proprietary CustEx platform powers psycho-sociological customer segmentation for upselling, cross-selling, and data mining. The firm combines PR stunts, documentary filmmaking, TV, radio, print, online, and events into single integrated campaigns with national-scale reach.

Product overview

Hero & Outlaw is a Czech communications and PR agency that operates primarily as a service-based consultancy rather than a software product company. The company's primary proprietary product is CustEx, a data-driven upselling and cross-selling tool that combines customer analytics with psycho-sociological research to help businesses monetize their customer base. Beyond CustEx, the company offers a range of communications services including crisis communications, reputation management, media relations, and campaign development.

Differentiator

Problem solved

Functional benefit

Brands

• CustEx: Flagship product combining upselling, cross-selling and data mining capabilities, developed over nine years of experience in public opinion, psycho-sociological research and mass communication. A powerful tool to help businesses monetize customers better and offer more accurate products and services.

Products and services

• CustEx CustEx is a proprietary upselling, cross-selling, and data mining tool developed by Hero & Outlaw. It combines psycho-sociological research, public opinion data, and mass communication expertise to segment customers based on purchasing behavior (e.g., repeat purchasers vs. discovery-seeking customers) and enable targeted monetization strategies. It is designed for e-commerce, retail, and other customer-database-rich businesses seeking better personalization and ROI.
• Communications and PR Services Integrated communications and public relations services covering media relations, campaign development, strategic communications, and ongoing client engagements. Areas include communications, crisis communications, customer experience, cross-sell, up-sell, digital influence, foundations & philanthropy, litigation, regulation, and investigation. Targeted at enterprise and government clients in Czech Republic.
• Crisis Communications and Reputation Management Crisis communications and reputation management services for enterprises facing reputational or community challenges. Demonstrated by Hero & Outlaw's community-relations repair campaign for a Central Bohemian manufacturing company with 200+ years of industrial tradition, where negative social media reactions were eradicated within one year.
• Integrated Public Awareness Campaigns End-to-end integrated public awareness campaigns combining PR stunts, documentary filmmaking, TV, radio, print, online, and events to deliver messages at national scale. Demonstrated by the ČAP/BESIP road safety campaign reaching 9 million people in one day, generating 390 media pieces, CZK 98.23 million AVE, and a 12% annual decline in speeding accidents.
• Healthcare Brand Building and Employer Branding Strategic brand building and employer branding services for healthcare organizations, including umbrella brand creation for hospital holding companies. The AKESO brand, built by Hero & Outlaw, covers the second-largest healthcare group in Czech Republic and supports one of the most successful healthcare sector Facebook pages in the country (500,000 views, tens of thousands of likes).

Quantifiable outcome

• 12% annual decline in speeding accidents
• +6 more outcomes

Named customers8 records

Segments4 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

Partnerships

Three partnerships are on record, tiered minor.

• McCannminorStrategic or Co-development PartnerCollaboration on Motol University Hospital pandemic relief fundraiser. McCann worked together with Hero & Outlaw to implement one of the most successful healthcare fundraisers during COVID-19 pandemic, raising over CZK 3.9 million total across two phases.
• McCannminorStrategic or Co-development PartnerCollaboration on ČAP/BESIP road safety campaign 'Slow down before it's too late'. Joint execution of integrated campaign with PR stunt, documentary, TVC, radio, print, and online elements.
• RenegadzminorStrategic or Co-development PartnerCollaboration on ČAP/BESIP road safety campaign. Renegadz participated as creative/strategic partner in the integrated campaign execution.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Grayling Czech Republic: Grayling operates a regional CEE practice across public affairs, public-sector campaigns and corporate communications, similar service scope to Hero & Outlaw's enterprise/government work.
• BBDO Prague: BBDO Prague is part of Omnicom's creative network and runs integrated campaigns that overlap with Hero & Outlaw's earned-media-heavy, behavior-change work for enterprise and government clients.
• Weber Shandwick Prague: Weber Shandwick is one of the world's largest PR networks (IPG) with a Prague office serving healthcare, public-sector and corporate reputation clients across CEE. It competes for the same high-touch Czech enterprise and government mandates Hero & Outlaw wins, and is the canonical incumbent against which Hero & Outlaw is benchmarked.
• Burson Czech Republic: Burson (WPP post-BCW merger) maintains a Czech public-affairs and reputation practice. Targets enterprise, public-sector and crisis work overlapping directly with Hero & Outlaw's service mix.
• McCann Prague: McCann is a Hero & Outlaw collaboration partner (joint work on ČAP/BESIP and the Motol fundraiser) and a top-tier global creative network with full Prague operations. Same enterprise/government/healthcare client base; Hero & Outlaw effectively competes for many of the same retainers, but at smaller scale and with a Czech-only footprint.
• FleishmanHillard Prague: FleishmanHillard (Omnicom) operates a Prague office focused on public affairs, healthcare and crisis communications. Same target client profile as Hero & Outlaw; established multi-market competitor with deeper international resources.
• Edelman Czech Republic: Edelman runs a Prague practice built around corporate reputation, public affairs, and brand purpose. It competes head-to-head on healthcare, government and insurance accounts - precisely Hero & Outlaw's verticals - and represents the dominant global PR network presence in the Czech market.
• Ogilvy PR Prague: Ogilvy's Czech PR and influence practice (WPP) offers integrated earned-media campaigns to enterprise and government clients, and is a direct rival for the same healthcare, insurance, and corporate reputation mandates Hero & Outlaw pursues.

Direct peers

• AMI Communications: AMI Communications is one of the largest independent Czech PR agencies with healthcare, government and corporate clients. Closest by headcount and country-only footprint, and a frequent substitute buyer for the same enterprise RFPs Hero & Outlaw targets.
• Native Czech agencies (e.g., Bison & Rose): Bison & Rose is one of the leading independent Czech PR/communications agencies with comparable healthcare, government and corporate clients. Closest domestic peer to Hero & Outlaw by size, geography, and vertical mix.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/heroandoutlaw

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 Hero & Outlaw