MacMartin

What MacMartin does

MacMartin is a Derby, United Kingdom-based creative communications and behaviour change agency founded in 2017 by Anna Hutton and Claire MacDonald. The firm combines established behavioural science frameworks (COM-B, the Behaviour Change Wheel, EAST, APEASE, RE-AIM) with creative design to move public sector, non-profit, and commercial clients beyond awareness-raising toward measurable behaviour change. Its core offering is structured around five services: Behavioural Insights consultancy, Behaviour Change Campaigns, Web Design, Branding, and the Blueprint Framework, a proprietary six-month branding and marketing programme with continued support up to twelve months. The agency serves organisations including the Ministry of Defence, Birmingham City Council, Derventio Housing Trust, YMCA Derbyshire, Birds Bakery, WD Meats, and Fogwill & Jones, with documented campaign outcomes such as 11.4M+ out-of-home impressions, 1.3M+ Snapchat impressions, and digital traffic uplifts exceeding 1,900% on rebranded education clients.

The firm operates a B2B professional services model, acquiring clients through direct consultative sales, case study demonstrations, thought leadership content, and sector referrals. Pricing is custom and project-based, with the Blueprint Framework positioned as a premium, multi-month engagement; billing cadences extend to multi-year contracts for complex programmes. All delivery is UK-domestic, with no marketplace, reseller, or platform distribution. The agency's intellectual property and competitive positioning rest on director-led behavioural insight work, a formal academic partnership with the University of Derby providing methodological oversight, and co-ownership of TMLA (The Marketing & Leadership Academy), a CIM-accredited study centre. In 2026 MacMartin secured Innovate UK funding to develop an evidence-based framework for translating behavioural science recommendations into creative decisions, and was appointed by the Ministry of Defence to deliver a national campaign for LGBT veterans ahead of the December 2026 restorative measures deadline. With approximately 10 employees and a single Derby headquarters in The Cavendish Building, the firm operates as a micro-agency with disproportionate public-sector and cause-driven brand presence.

Name

MacMartin

Legal name

MacMartin

Website

https://macmartin.co.uk

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

MacMartin is a UK-based behaviour change agency that combines academic behavioural science frameworks (COM-B, EAST, RE-AIM) with creative design to deliver branding, web, and campaign services to government, non-profit, and commercial clients.

Ownership category

akta.pro rank

Headquarters

HQ city

Derby

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

Revenue model

1. Behaviour Change Campaign Services: Design and delivery of evidence-led behaviour change campaigns for public health, fire safety, violence reduction, anti-social behaviour, and other social challenge areas. Project-based engagements with public sector and NGO clients.
2. Branding Services: Strategic brand development including brand workshops, visual identity creation, messaging frameworks, and brand guidelines. Delivered as standalone projects or integrated within Blueprint Framework.
3. Web Design Services: Evidence-informed digital experience design including UX research, site architecture, wireframing, visual design, development, and post-launch training. Supports behaviour change objectives through user-centred design.
4. Behavioural Insights Consultancy: Research and consultancy services providing behavioural diagnosis, segmentation, and intervention recommendations. Delivered through structured research programmes combining quantitative and qualitative methods.
5. Blueprint Framework Programme: Six-month comprehensive branding and marketing programme with continued support up to 12 months. Includes discovery, brand development, implementation, training, and ongoing consultancy. Premium engagement positioned as long-term capability building solution.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

MacMartin is a creative communications and behaviour change agency that designs and delivers evidence-led behaviour change campaigns, strategic branding, evidence-informed web design, and behavioural insights consultancy for organisations across the public sector, charities, and consumer brands. Its flagship offering is the Blueprint Framework, a six-month branding and marketing programme that combines discovery, brand development, implementation, training, and ongoing consultancy support for up to 12 months.

Product overview

MacMartin is a creative communications and behaviour change agency that operates as a consultancy model rather than a software product platform. The company's offering is structured around five core services: Behavioural Insights (academic thinking translated into practical decisions), Behaviour Change Campaigns (evidence-led campaigns designed to influence behaviour), Web Design (evidence-informed digital experiences), Branding (strategic, insight-led brand development), and the Blueprint Framework (a flagship six-month structured marketing programme). These services are delivered through a combination of behavioural science frameworks, creative design, and strategic implementation, rather than through a technology platform or software product.

Differentiator

Problem solved

Functional benefit

Brands

• Blueprint Framework: MacMartin's flagship six-month branding and marketing programme that delivers a clear branding and marketing roadmap, with continued support for up to 12 months.

Products and services

• Behavioural Insights Behavioural insight consultancy that translates academic thinking into practical frameworks and decisions, helping organisations understand what drives human behaviour and design interventions accordingly.
• Behaviour Change Campaigns Creative, evidence-led campaigns designed to influence behaviour—tested, refined, and accountable—moving beyond awareness to achieve measurable behaviour change for public health, fire safety, violence reduction, anti-social behaviour, and other social challenges.
• Web Design Evidence-informed digital experiences that guide people, remove friction, and drive action through audience-first, user-centred website design including UX research, site architecture, wireframing, visual design, development, and post-launch training.
• Branding Strategic, insight-led branding that aligns organisational purpose, behaviour, and perception to create credible, noticeable brands through brand workshops, visual identity creation, messaging frameworks, and brand guidelines.
• Blueprint Framework A six-month, evidence-led branding and marketing programme (with continued support for up to 12 months) that delivers a clear branding and marketing roadmap through Discover, Build, and Empower stages, including discovery, strategy development, implementation, training, and ongoing consultancy.

Quantifiable outcome

• Birmingham City Council blood pressure testing campaign achieved 300% increase in website traffic and exceeded online advertising targets by 600%
• +4 more outcomes

Named customers17 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Partnerships

Four partnerships are on record, tiered supporting and core.

• Fighting With PridesupportingStrategic or Co-development Partner · 22 June 2026LGBTQ+ veterans' charity identified as key stakeholder organisation in Ministry of Defence restorative measures campaign. Fighting With Pride provides essential community connections and credibility for reaching affected veteran populations.
• University of DerbycoreStrategic or Co-development PartnerAcademic partnership providing research rigour, methodological oversight, and peer-reviewed evidence to underpin MacMartin's behavioural insight consultancy. The collaboration strengthens academic credibility while providing practical testing environment for research applications. Anna Hutton oversees research design aligned with academic collaboration.
• TMLA - The Marketing & Leadership AcademycoreStrategic or Co-development PartnerCIM-accredited study centre co-owned by MacMartin founders Anna and Claire, bridging academic knowledge with professional development and industry application. TMLA provides marketing training services that complement MacMartin's consultancy offerings.
• AV IT MediasupportingOthersDerby-based production company that collaborated with MacMartin on the Derventio Housing Trust fire safety campaign 'Don't Be The One.' AV IT Media provided video production capabilities complementing MacMartin's behavioural strategy and creative direction.

Scale indicators16 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Manifest London: Behaviour change creative agency specialising in social marketing campaigns for government, charities, and public health bodies in the UK; direct peer in the same niche.
• The Behavioural Insights Team (BIT): UK-based organisation applying behavioural science to public policy and social challenges; the closest direct peer to MacMartin given overlapping government/public-sector client base and evidence-led methodology.

Broad incumbents

• M&C Saatchi: Established UK and global advertising agency with social behaviour change campaigns for public-sector clients; broader incumbent competing for similar briefs at greater scale.
• Ogilvy UK: Large global advertising network with a dedicated 'Ogilvy Change' behavioural science practice serving many of the same government and enterprise clients; broader incumbent offering scale MacMartin lacks.
• MullenLowe London: Network agency with significant UK public-sector and behaviour change campaign credentials; broader incumbent capable of bidding on larger mandates than MacMartin.

Emerging players

• Cowry Consulting: Behavioural science consultancy working with UK government and consumer brands on evidence-based interventions; comparable in scale and specialism to MacMartin.
• Hopkins Van Mil: UK research and design agency applying behavioural insight to public engagement and communications, often for public sector and third-sector clients comparable to MacMartin's.
• Psona: UK behavioural science consultancy applying academic insight to communications and behaviour change campaigns, with similar focus areas in public health and social impact.

Others

• Thinkbox / The Media Shop (behaviour change media specialists): Industry body and media research resource that underpins evidence-based media planning across UK behaviour change campaigns; adjacent ecosystem player that MacMartin clients engage with.

Regional players

• Bray Leino: UK full-service creative agency with strong public-sector and behaviour change campaign portfolio; competes with MacMartin for similar UK regional and central government briefs.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/macmartin

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 MacMartin