The Agency (london) Limited

What The Agency (london) Limited does

Open Agency (legally The Agency (london) Limited) is an independent creative agency headquartered at 25 Horsell Road, London, operating continuously since 1983. The firm delivers brand strategy, brand identity development, campaign creative, digital design, animation, illustration, and print/publication production for enterprise clients across multiple UK sectors — including property development, financial services, entertainment, healthcare, government, heritage, and charity. Its services are sold on a project-based professional services basis, with engagements ranging from one-off collateral and campaigns to strategic brand development with full roll-out; pricing is not publicly disclosed and projects are won through a pitch process and direct client relationships. Named clients include Post Office Money, BAM Properties, Cushman & Wakefield, Historic Royal Palaces, KFH, Liberty Corporate Finance, and Denchi, alongside a strategy partnership with Radda Brand that extends its upstream brand strategy capability.

The agency is privately held and jointly owned by Managing Director Lewis Macleod and Finance Director Gerry Clipp, who became co-owners in 2012 following the merger of Macleod's earlier firm tangerine (founded 1990) into Open Agency. The current operating team comprises 8 named individuals, including a Business Director handling new enquiries, a Design Director with prior credits at Adidas/Jaguar Land Rover/Premier League, and three senior designers. The business operates a single-country UK footprint with no disclosed international expansion, and is delivered through direct enterprise field sales rather than software products, APIs, or platform technology. There is no evidence of AI/ML capability, proprietary technology, patents, regulatory certifications, or external funding; all revenue is generated through creative services delivery.

Name

The Agency (london) Limited

Legal name

Open Agency

Website

https://www.openagency.com

Company type

Private

Founded year

1983

Operating status

Operating

Headcount range

1–10 employees

Short description

Open Agency is an independent London creative agency, founded 1983, delivering brand strategy, identity, campaign, digital and publication design for UK enterprise clients across property, financial services, entertainment, government and charity sectors.

Ownership category

akta.pro rank

Product category

Creative Agency Services

NAICS

Advertising Agencies (541810), Advertising Agencies (54181)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Integrated Full-Service Creative Agencies (MPAAAAAA)

akta.pro secondary industries

Brand Campaign & Integrated Communications Agencies (MPAAAAAC), Digital Creative & Experience Design Agencies (Web/App/UX) (MPAAAAAD), Brand Activations & Experiential Campaign Design (MPAAAGAA)

Keywords

• Brand identity design
• Creative agency services
• Brand strategy consulting
• Campaign development
• Visual identity design

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

Revenue model

1. Creative Agency Services: Revenue generated from providing creative strategy, brand identity, campaign development, digital design, animation, and print services to enterprise clients. Projects range from one-off collateral and campaigns to strategic brand projects and full brand development with roll-out.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

Open Agency is an independent London-based creative agency that provides brand strategy, brand identity development, campaign development, digital design, animation, and print and publication design services to enterprise, government, and nonprofit clients. Engagements range from one-off collateral and campaigns to full brand development and roll-out, delivered through close client partnership and collaborative strategy workshops.

Product overview

Open Agency is a creative agency that offers a comprehensive suite of design and branding services. Their core offering spans creative strategy, brand identity development, digital design, animation, campaign development, and print/publication design. The agency works across diverse sectors including property, finance, entertainment, healthcare, education, and government. Services are delivered through a project-based creative consultancy model rather than a software product architecture.

Differentiator

Problem solved

Functional benefit

Products and services

• Brand Strategy & Identity Development Strategic brand development service covering brand platforms, brand architecture, visual identity systems, naming, brand guidelines, and full brand roll-out. Delivered to enterprise, government, and nonprofit clients across property, financial services, entertainment, healthcare, and charity sectors. Strategy work is supported through partnership with Radda Brand.

Quantifiable outcome

• Delivered largest campaign in KFH's 40-year history
• +1 more outcomes

Named customers19 records

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Radda BrandcoreStrategic or Co-development PartnerStrategy partner for brand development projects. Radda Brand conducted in-depth analysis and developed brand platforms for clients including VIOOH repositioning, KFH brand refresh, Dimora Italia brand strategy, and Cushman & Wakefield INDEGO naming and positioning.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Pentagram: London-headquartered independent design and brand agency with a partner-led model delivering brand identity, strategy, and design across sectors. Highly comparable in structure, independence, and multi-sector positioning.
• Saffron Brand Consultants: Independent brand consultancy focused on brand strategy, identity, and naming for global clients. Directly comparable to Open's brand strategy and visual identity work, particularly its strategic alliance with Radda Brand.
• SomeOne: London-based independent creative agency specialising in brand strategy, identity, and digital design for ambitious organisations. Comparable in scale, sector mix, and independent positioning.
• Carter Wong: London independent brand and design agency offering brand identity, packaging, digital, and campaigns for consumer and B2B clients. Comparable mid-sized independent model with overlapping sector coverage.
• DesignStudio: Independent brand and design agency with London roots producing identity systems and campaigns for high-profile clients. Comparable in independent structure and brand-led campaign execution.
• Rufus Leonard: London independent brand and experience design agency combining strategy, identity, and digital experience design. Comparable in mid-market enterprise focus and integrated strategy + creative offer.
• Lovedby: Independent London creative agency focused on brand strategy, identity, and campaigns for ambitious challenger and enterprise brands. Comparable in size, independent status, and brand-led campaign work.

Broad incumbents

• Brand Union (Superunion): Large global brand consultancy network offering brand strategy, identity, and design at scale. Comparable in service offering but materially larger and operating as part of a network, providing a contrast on scale vs independence.
• Landor & Fitch: Global branding and design consultancy with deep experience in brand strategy, naming, and identity across industries. Comparable in offering but significantly larger and network-affiliated.

Emerging players

• Radda Brand: Brand strategy consultancy partnering with Open Agency on naming, positioning, and brand platforms. Comparable as a collaborator and emerging specialised brand strategy player with overlapping client engagements.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/the-open-agency

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 The Agency (london) Limited