Smarty Pants Consultancy

What Smarty Pants Consultancy does

Smarty Pants Consultancy Limited is a London-based creative cultural strategy consultancy founded in 2018 by Marty Davies (they/she) and operated with a core team of approximately 5 people. The firm specialises in the intersection of LGBTQIA+ culture and the creative industries, advising global brands, agencies, and nonprofit organisations on inclusive marketing, purpose-led campaigns, product and workplace inclusion, and engagement with queer advocacy networks. Services are delivered through keynotes and speaking engagements, project consultancy, training workshops, and retainer advisory; pricing is bespoke and quote-based, with no public rate card.

The business runs on a professional services revenue model supplemented by thought-leadership IP: Marty Davies is the first trans+ columnist for Campaign Magazine (UK, US, Asia editions), co-creator of the Trans+ History Week global movement with QueerAF, founder of the Trans+ Adland community group, and former joint chief executive of Outvertising. A maintained network of specialist LGBTQIA+ nonprofit, inclusion, and creative industry consultants is fielded for project-specific delivery, allowing the firm to scale beyond its small permanent headcount. Customer logos span hospitality (Hilton), music (Universal Music), social media and tech (TikTok, Reddit, Google, Microsoft, Amazon, Rakuten), telecoms (Vodafone, TalkTalk, Virgin Media), consumer goods (E45, Adidas, Lush), and nonprofits (ILGA-Europe, Stonewall), with the firm claiming to have helped deliver over €130m in incremental revenue for clients over six years. go-to-market is sales-led, driven by Marty's personal brand, media presence, and inbound enterprise inquiries, with no external funding, no subsidiaries, and no disclosed company revenue.

Name

Smarty Pants Consultancy

Legal name

Smarty Pants Consultancy Limited

Website

https://smartypantsmarty.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Smarty Pants Consultancy is a London-based, founder-led LGBTQIA+ cultural strategy advisory founded in 2018, serving global brands, agencies, and nonprofits with keynotes, workshops, and inclusion consultancy.

Ownership category

akta.pro rank

Product category

Cultural Strategy Consulting

NAICS

Human Resources Consulting Services (541612), Other Scientific and Technical Consulting Services (54169)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

LGBTQ+ Rights & Advocacy Organizations (BPAGAFAE)

Keywords

• Cultural strategy consulting
• LGBTQIA+ inclusion advisory
• Diversity training services
• Queer creative consultancy
• DEI advisory

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations

Revenue model

1. Consultancy & Advisory Services: Project-based and retainer consultancy engagements ranging from curated talks and short consultancy (a couple of days) to bigger extended projects and ongoing retainer arrangements.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Smarty Pants Consultancy is a London-based creative cultural strategy consultancy that advises brands, agencies, and organizations on LGBTQIA+ inclusion. Services include project consultancy on campaigns and purpose-led movements, keynote and panel speaking, and training workshops that help clients improve representation, build inclusive products and workplaces, and connect meaningfully with queer culture. The consultancy is led by founder Marty Davies and draws on a network of specialist consultants in the LGBTQIA+ nonprofit and creative sectors.

Product overview

Smarty Pants Consultancy is a single-service consultancy led by Marty Davies, offering creative cultural strategy services focused on LGBTQIA+ inclusion in the advertising and creative industries. The core offering consists of advisory consultancy, keynotes and speaking services, and training/workshops. An associated initiative is Trans+ History Week, a global non-profit movement focused on trans+ visibility and history education. All services are human-powered consultancy engagements rather than software products or platforms.

Differentiator

Problem solved

Functional benefit

Products and services

• Creative Cultural Strategy Consultancy Advisory consultancy engagements for brands, agencies, and organizations seeking to improve LGBTQIA+ inclusion in marketing campaigns, build purpose-led movements, and develop inclusive products, services, and workplace practices. Engagements range from short projects to extended advisory and retainer arrangements.
• Keynotes and Speaking Services Dynamic speaking services including keynote delivery, panel participation and moderation, and fireside chats delivered for global corporations, media giants, heritage institutions, and grassroots community spaces on LGBTQIA+ culture, inclusion, and queer accountability.
• Training, Workshops and Facilitation Training sessions, workshops, and facilitation services that help brands, agencies, and their people connect meaningfully with queer culture and develop practical inclusion strategies.
• Trans+ History Week A global annual movement and community asset co-created with QueerAF that invests in trans+ creatives to reclaim historical narratives of trans+ people, delivered through campaigns, toolkits, workbooks, and community events, and associated with the consultancy's brand and founder.

Quantifiable outcome

• Over €130m in incremental revenue for clients over 6 years

Named customers19 records

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Three partnerships are on record, tiered flagship and core.

• QueerAFflagshipStrategic or Co-development Partner · 24 November 2023Co-created Trans+ History Week initiative with QueerAF. Marty Davies serves as contributor and guest editor for QueerAF content. Trans+ History Week is a global story-saving movement investing in Trans+ creatives to reclaim historical narratives.
• OutvertisingcoreStrategic or Co-development PartnerMarty Davies formerly served as joint chief executive of Outvertising, the UK's LGBTQIA+ advocacy organization for the advertising industry. She created the Trans+ Adland community group. Smarty Pants is sought out for projects requiring LGBTQIA+ inclusion expertise.
• Trans+ AdlandcoreStrategic or Co-development PartnerCommunity group created by Marty Davies to support trans+ professionals in advertising. Connects trans+ creatives and advocates within the industry.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Creative Equals: DEI consultancy and community focused specifically on the advertising and creative industries. Highly comparable to Smarty Pants because it targets the same client base (brands and agencies), the same sector (creative industries) and the same inclusion/DEI use cases.
• The Unmistakables: UK-based cultural insights and inclusion consultancy serving global brands on diversity, equity and audience strategy. Closely comparable as a boutique, founder-led advisory firm operating in the same cultural strategy and inclusion niche that Smarty Pants Consultancy serves.
• The Other Box: Inclusion-focused consultancy working with brands, agencies and media owners on representation and inclusive creative work. Directly comparable as a UK/EU boutique DEI and inclusion advisory serving marketing and creative-industry clients.

Others

• ILGA-Europe: European region of the International Lesbian, Gay, Bisexual, Trans and Intersex Association, an advocacy network of LGBTQIA+ organisations. Comparable as an existing Smarty Pants client and ecosystem partner in the European LGBTQIA+ advocacy space, rather than a commercial competitor.
• Start Out (formerly Outvertising): UK LGBTQIA+ advocacy organisation for the advertising industry, where founder Marty Davies was previously joint CEO. Comparable as an industry-ecosystem partner (not a commercial competitor) that shapes the same inclusion agenda Smarty Pants Consultancy advises clients on.
• PinkNews: Global LGBTQIA+ digital media publisher that runs awards and corporate-inclusion coverage. Comparable as an ecosystem and media layer in the same space rather than a consultancy competitor.
• QueerAF: LGBTQIA+ media platform and strategic partner that co-created Trans+ History Week with Marty Davies. Comparable as an ecosystem partner rather than a direct competitor — both operate in the queer-accountability media and community space and frequently collaborate.

Broad incumbents

• GLAAD: Large US-headquartered LGBTQIA+ advocacy organisation that consults with major brands on inclusive advertising and representation. Comparable as a broader incumbent influencing the same inclusion agenda, with deeper resources and reach than Smarty Pants but a different mission mix (advocacy vs. commercial advisory).
• Stonewall: UK LGBTQIA+ rights charity that advises corporates on inclusion strategy and workplace practice. Comparable as a broader incumbent in the same LGBTQIA+ inclusion advisory space; Smarty Pants has even received Stonewall's Proud Changemakers Award (2026), indicating positioning as an adjacent specialist rather than direct competitor.

Emerging players

• Shape Talent: UK DEI consultancy supporting creative-industry employers on inclusive recruitment and progression. Comparable as an emerging specialist in the same intersection of creative industries and inclusion advisory that Smarty Pants serves.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/smarty-pants-consultancy

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Smarty Pants Consultancy