AMONG EQUALS LTD

What AMONG EQUALS LTD does

AMONG EQUALS LTD is a London-headquartered independent creative agency founded in 2020 that provides brand strategy, visual identity development, multi-channel campaign creation, and a dedicated behaviour-change practice under the sub-brand AE Change. The firm's offer is structured around three pillars: Brand (identity, visual ID, tone of voice, guidelines, strategy, rollout), Campaigns (OOH, TV, social, stunts, audio, print), and Change (interventions, insight, initiatives, campaigns, strategy targeting complex social and environmental challenges). Its declared methodology applies psychological frameworks—cognitive dissonance and self-consistency theory—to drive measurable behaviour change, with publicly cited outcomes including an 80% reconsideration rate and 76% recycling uplift among young Londoners (London Recycles), 40 safe havens and 482 incident reports (Lambeth Council), and Labour's 2022 Wandsworth victory ending 50 years of Conservative control. The agency serves a hybrid mix of ambitious consumer brands (AG1, BrewDog, Grind, Candy Kittens, Domino's, Levi's, Pizza Hut, Netflix, Mars, Avène), growth-stage startups (Double Dutch, Bio&Me, Kurk, Surreal), public-sector bodies (Labour Party, Lambeth Council, London Recycles, UKCEH, UKAEA, WRAP), and nonprofits (RSPCA, The Girl's Network, Mindstep). Revenue is generated project-by-project and through retainers via a sales-led direct outreach GTM motion, with two offices (London HQ; Dubai) and no external funding disclosed.

Name

AMONG EQUALS LTD

Legal name

AMONG EQUALS LTD

Website

https://amongequals.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Among Equals is a London-headquartered independent creative agency founded in 2020, serving ambitious consumer brands, growth-stage startups, governments, and nonprofits with brand strategy, multi-channel campaigns, and a dedicated behaviour-change practice (AE Change).

Ownership category

akta.pro rank

Product category

Creative Agency Services

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Integrated Full-Service Creative Agencies (MPAAAAAA)

akta.pro secondary industry

Naming & Verbal Identity (Taglines, Messaging) (MPAAAEAB)

Keywords

• Brand strategy services
• Creative advertising campaigns
• Behaviour change consulting
• Visual identity design
• Brand development agency

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Creative Agency Services: Professional creative services revenue generated through brand development, campaign creation, and behavior change consulting engagements. Revenue is project-based and retainers with large enterprise, government, and growth-stage brand clients.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Among Equals is a global creative agency that helps ambitious brands differentiate by outthinking rather than outspending competitors. It delivers three integrated service pillars: Brand Services (identity, visual ID, tone of voice, guidelines, strategy, rollout), Campaign Services across OOH, TV, social, stunts, audio and print, and AE Change, a specialized behaviour change practice for businesses, charities, and governments tackling social and environmental challenges.

Product overview

Among Equals is a global creative agency offering three integrated service pillars: Brand Services (covering identity, visual ID, tone of voice, guidelines, strategy, and rollout), Campaign Services (spanning OOH, TV, social, stunts, audio, and print), and AE Change (a specialized behaviour change division targeting complex social and environmental challenges for businesses, charities, and governments). The agency positions itself as helping ambitious brands 'outthink the competition, not just outspend them.'

Differentiator

Problem solved

Functional benefit

Brands

• AE Change: A specialized team within Among Equals that focuses on behaviour change work, combining expertise with deep insight and high-impact creativity to drive positive social and environmental change for businesses, charities, and governments.

Products and services

• Brand Services Strategic brand development service helping brands define their identity, visual identity, tone of voice, brand guidelines, brand strategy, and rollout execution. Designed for ambitious growth-stage brands and established enterprises seeking differentiation.
• Campaign Services Creative campaign development across multiple channels including out-of-home (OOH), TV, social media, stunts, audio, and print. Designed for brands, charities, and governments running attention-worthy multi-channel campaigns.
• AE Change A behaviour change practice that combines expertise, insight, and high-impact creativity to drive social and environmental change for businesses, charities, and governments. Delivers interventions, insight, initiatives, campaigns, and strategy work.

Quantifiable outcome

• 80% of young Londoners reconsidered recycling behavior after London Recycles campaign
• +4 more outcomes

Named customers15 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• Pentagram: World's largest independently owned design consultancy with a strong London presence, specializing in brand identity, visual systems, and naming. Directly comparable on the brand-strategy and identity pillar of Among Equals' offering.
• Anomaly: Independent creative agency operating in London, NYC, and LA with a brand-and-campaign model serving ambitious consumer brands. Compares directly to Among Equals on independent positioning, enterprise client mix, and integrated campaign delivery.
• Uncommon Creative Studio: London-based independent creative agency founded by former Mother leadership, focused on ambitious challenger brands and purpose-led work. Closely comparable to Among Equals in scale, philosophy, and target client profile.
• Lucky Generals: Independent London creative agency known for challenger-brand work and behavior-change-adjacent campaigns. Direct peer in size, philosophy, and consumer-brand target market.
• Joint London: Boutique London creative agency offering brand strategy, identity, and campaign work for ambitious consumer brands. Closely aligned with Among Equals on service mix, scale, and target segment.
• Mother London: Independent London creative agency with a similar full-service model spanning brand, campaigns, and behavior-driven work. Among Equals and Mother share a London base, comparable client caliber, and a culture of selective, ambitious brand partnerships.
• The & Partnership: Independent London creative agency network combining advertising, brand, and design capabilities for enterprise clients. Comparable to Among Equals in offering breadth and target enterprise client base.

Broad incumbents

• Droga5 (part of Accenture Song): Global creative agency operating in NYC and London, known for ambitious brand and campaign work with measurable outcomes. Comparable to Among Equals on craft, behavior-led creative, and enterprise client targeting, with significantly greater scale.
• Bartle Bogle Hegarty (BBH): Heritage London creative agency within the Publicis network, serving global enterprise brands across brand, advertising, and digital. Comparable to Among Equals in ambition and brand-building craft, with greater scale and network resources.
• Wieden+Kennedy: Major independent creative network with London presence, serving global enterprise brands like Nike, Coca-Cola, and Honda. Compares as a broader incumbent offering integrated campaign and brand services to the same client caliber as Among Equals.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/amongequals
• Instagraminstagram.com/weareamongequals/?hl=en

Revenue estimate

Valuation estimate

Number of profiles

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 AMONG EQUALS LTD