GOOD AND PROPER MARKETING LTD

What GOOD AND PROPER MARKETING LTD does

Good and Proper Marketing Ltd (trading as Good n Proper) is a privately held, bootstrapped UK digital marketing agency founded in May 2023 by Phil Leather in Leeds, West Yorkshire. The firm operates from a five-person team and is incorporated as a private limited company in England. It delivers two principal service categories: content marketing (social media management, short-form video content, community management, copywriting, influencer marketing, content strategy, and tone-of-voice development) and paid media advertising (paid social across Meta/LinkedIn/X/TikTok/Pinterest/Reddit/Snapchat, paid search on Google and Bing, display, tracking and attribution via Meta Pixel/CAPI/server-side/GA4/GTM, plus paid media strategy and audits). Service delivery is built entirely on third-party ad platforms and standard marketing tooling; no proprietary technology platform, AI model, or data product is disclosed.

The firm's commercial model is bespoke professional services. Pricing is quote-based per client engagement with no published rate card; engagements are structured as ongoing retainers or project-based work, billed on what the agency describes as "multi-year contract" terms aligned to scope. Go-to-market is sales-led and content-led in parallel: direct client engagement via the website, email, phone, and WhatsApp is supplemented by a content-marketing strategy that uses detailed case studies, blog content, and active social channels (Instagram, LinkedIn, TikTok) to demonstrate expertise. Customers are predominantly UK-based enterprises — with documented logos spanning food and beverage (Levi Roots, Jacksons, Kingsmill, Puratos, Cauldron), hospitality and leisure (Mission Mars's Rudy's Pizza, Albert's Schloss, King Pins, Fazenda, Boxpark), consumer products (Tubbz), and B2B telecoms (Vaioni) — served exclusively within the United Kingdom. The agency also operates an eight-partner referral network ("OOOH, FRIENDS") to extend capability into SEO, web development, PR, analytics, and B2B brand without internal hiring. In February 2026 the company completed a full rebrand, repositioning under the tagline "digital marketing done right."

Name

GOOD AND PROPER MARKETING LTD

Legal name

Good and Proper Marketing Limited

Website

https://goodnproper.co.uk

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

1–10 employees

Short description

Good and Proper Marketing Ltd is a Leeds-based, five-person UK digital marketing agency founded in 2023, delivering bespoke content marketing (social, TikTok, influencer, copywriting) and paid media (paid social, PPC, display, tracking) services to enterprise clients primarily in food and beverage, hospitality, and consumer products.

Ownership category

akta.pro rank

Product category

Digital Marketing Services

NAICS

Advertising Agencies (541810), Media Buying Agencies (54183)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

Lead Generation & Performance Media (B2B/B2C) (MPAAACAK)

akta.pro secondary industry

Sales Promotion Campaign Design & Management (BPAFAMAC)

Keywords

• Digital marketing agency
• Content marketing services
• Paid media advertising
• Social media management
• PPC campaign management

Headquarters

HQ city

Leeds

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Digital Marketing Services: Bespoke digital marketing services including content marketing (social media management, content creation, influencer marketing, copywriting) and paid media advertising (paid social, PPC, display). Services are quoted and delivered as project-based work or ongoing retainers, customized to each client's requirements.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels7 records

Core offering

Good and Proper Marketing Ltd (trading as Good n Proper) is a UK-based digital marketing agency that delivers two core service lines: Content Marketing (social media management, content creation across platforms including TikTok, community management, copywriting, influencer marketing, content strategy, and tone & voice development) and Paid Media Advertising (paid social campaigns, PPC/paid search, display advertising, tracking & attribution, and paid media strategy & audits). Engagements are bespoke and delivered as project-based work or ongoing retainers.

Product overview

Good and Proper Marketing Ltd is a digital marketing agency offering two main service categories: Content Marketing and Paid Media Advertising. Content Marketing includes social media management, content creation (across TikTok, Instagram, Facebook, LinkedIn, YouTube, Pinterest), community management, copywriting, influencer marketing, content strategy, and tone & voice development. Paid Media Advertising encompasses paid social campaigns, PPC/paid search, display advertising, tracking & attribution services, and paid media strategy & audits. The agency positions itself as a specialist focused on content marketing and paid media done well, rather than a full-service agency.

Differentiator

Problem solved

Functional benefit

Brands

• GnP: Shortened moniker adopted for smaller usages such as social media profiles.

Products and services

• Content Marketing

Quantifiable outcome

• 2,308% ROI for King Pins launch campaign
• +5 more outcomes

Named customers8 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered minor.

• PowerhouseminorOthersContent production partner agency for clients needing services beyond Good n Proper's scope. Listed as part of 'OOOH, FRIENDS' network of recommended agencies.
• Fabric AnalyticsminorOthersData & Analytics partner for clients needing advanced analytics capabilities. Listed as part of 'OOOH, FRIENDS' network.
• Vivid NorthminorOthersSEO & Consultancy partner for search engine optimization services. Listed as part of 'OOOH, FRIENDS' network.
• Ugly ChickenminorOthersContent creation partner agency. Listed as part of 'OOOH, FRIENDS' network.
• Northern ArtilleryminorOthersWeb development partner for clients needing website services. Listed as part of 'OOOH, FRIENDS' network.
• AberfieldminorOthersCorporate PR partner for public relations services. Listed as part of 'OOOH, FRIENDS' network.
• Present WorksminorOthersB2B Brand & Content partner agency. Listed as part of 'OOOH, FRIENDS' network.
• Hatch (Eat & Green)minorOthersConsumer PR partner for public relations services. Listed as part of 'OOOH, FRIENDS' network.

Scale indicators6 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• The PHA Group: UK marketing and communications agency offering digital, social, content and influencer services. Larger scale but overlaps meaningfully on the social/content offerings Good n Proper sells.
• The Bigger Boat: Leeds-based creative and digital marketing agency serving UK consumer and B2B brands with content, social and paid media services. Same regional hub, comparable offering and stage.
• Sookio: UK-based content marketing and social media agency of similar size, offering content strategy, social media management and copywriting for SMEs and consumer brands. Directly comparable in service mix and target customer profile.
• Bamboo Marketing: UK digital marketing agency focused on content, SEO and paid media for B2B and consumer clients. Similar boutique positioning and service breadth.
• Manifest London: London-based digital and content marketing agency serving consumer brands with content strategy, paid social and creative services. Comparable buyer profile and service mix.
• Prohibition: Leeds-based integrated marketing agency offering PR, social and digital services to UK consumer brands. Local market competitor with overlapping hospitality and FMCG client base.
• Wildish & Co: Independent London creative and social agency focused on consumer and lifestyle brands. Comparable boutique scale with social/content-led offering.
• Born Social: London-based social media agency providing social media management, content creation and influencer marketing to consumer brands in the UK. Overlaps with Good n Proper on content-led social services.

Broad incumbents

• Dentsu Creative UK: Large global agency group operating extensively in the UK across paid media, social and content. Competes for the same brand budgets at the larger end of the market.
• Ogilvy UK: Global advertising network with significant UK presence offering content, paid media, social and brand strategy. Represents the incumbent alternative Good n Proper positions itself against.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/goodnproper
• Instagraminstagram.com/goodnpropermarketing
• TikToktiktok.com/@good.n.proper.mar

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 GOOD AND PROPER MARKETING LTD