What Fry Creative does

FRY Creative Consulting Limited is a UK-based, B2B evaluation, research, and strategy consultancy founded in early 2023 by Fabio Thomas, Richard Hawley, and Yasmin Damji. The firm is registered in England and Wales (company number 14598032) and operates from Birmingham, serving arts, culture, and heritage sector clients across the UK and internationally. Its core offering is organised into four service pillars: Monitoring & Evaluation (outcomes and process evaluation, economic impact studies, case studies), Research (competitor and sector analysis, topic-based research), Strategy (visioning workshops, Theory of Change development, evaluation implementation), and Consultation (co-creation, user-centred design, training).

The underlying delivery model blends established research methods with bespoke data-collection techniques, interactive in-flight data dashboards, and digital primary data collection methods. FRY does not sell software; services are delivered as project-based professional engagements, with pricing determined per-project scope and not publicly disclosed. The team of five combines deep cultural-sector experience drawn from prior senior roles on high-profile UK programmes including the £120m UNBOXED festival and the Birmingham 2022 Commonwealth Games Cultural Festival, alongside international development experience at organisations such as Girl Effect, ActionAid, and the Aga Khan Foundation.

Go-to-market is sales-led and direct, relying on the founders' professional networks, the company website (frycreative.uk), organic social media, and email enquiry ([email protected]). The firm is ICO-registered (ZB917054) and UK GDPR compliant. Disclosed clients include the Natural History Museum, Museum of London, National Trust, Barbican, Birmingham City Council, West Midlands Combined Authority, University of Birmingham, Ikon Gallery, and Birmingham Hippodrome, among others. The company is privately held, founder-owned, has no external institutional funding, and reports no revenue or pricing publicly.

Name

Fry Creative

Legal name

FRY Creative Consulting Limited

Website

https://frycreative.uk

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

1–10 employees

Short description

Fry Creative is a UK-based B2B consultancy providing evaluation, research, strategy, and consultation services to arts, culture, and heritage organisations. Founded in 2023 by three directors with prior senior roles on major UK cultural programmes, it serves clients across museums, galleries, festivals, and public-sector bodies.

Ownership category

akta.pro rank

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, Technology or R&D, Infrastructure

Revenue model

1. Cultural Evaluation and Research Services: Project-based consulting fees for evaluation, research, and strategy services delivered to cultural, arts, and heritage organisations. Services include outcomes evaluation, process evaluation, economic impact studies, case studies, competitor and sector analysis, visioning workshops, theory of change development, co-creation, user-centred design, and training.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

FRY Creative is an independent cultural evaluation, research and strategy agency providing evaluation, research, and consultation services for the arts, culture and heritage sectors. It offers four integrated service pillars: Monitoring & Evaluation Services (outcomes and process evaluation, economic impact studies, case studies), Research Services (competitor, sector and topic-based research), Strategy Services (visioning workshops, Theory of Change development, evaluation implementation), and Consultation Services (co-creation, user-centred design, training). Services are delivered through bespoke approaches blending established research methods with innovative creative techniques and digital tools.

Product overview

FRY Creative is an evaluation, research, and strategy consultancy rather than a software product company. The firm offers four integrated service pillars: Monitoring & Evaluation Services (outcomes evaluation, process evaluation, economic impact studies, case studies), Research Services (competitor and sector analysis, topic-based research), Strategy Services (visioning workshops, Theory of Change development, evaluation implementation), and Consultation Services (co-creation, user-centred design, training). These services are delivered through bespoke approaches that blend existing research methods with innovative creative techniques and digital tools.

Differentiator

Problem solved

Functional benefit

Products and services

• Monitoring & Evaluation Services Monitoring and evaluation services including outcomes evaluation, process evaluation, economic impact studies, and case studies to help clients demonstrate impact and document learning. Designed for cultural, arts, and heritage organisations needing evidence-based insight into their programmes.
• Research Services Research offerings including competitor and sector analysis and topic-based research to inform strategic decision-making for arts, culture, and heritage organisations.
• Strategy Services Strategic consultancy including visioning workshops, Theory of Change development, and learning and evaluation implementation to help arts, culture, and heritage organisations articulate and achieve their strategic intentions.
• Consultation Services Consultation services including co-creation, user-centred design, and training to support clients in developing inclusive and accessible cultural programmes.

Quantifiable outcome

• Led evaluation for £120m nationwide UNBOXED festival of creativity and innovation
• +2 more outcomes

Named customers14 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

Feature2 records

Scale indicators2 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• Renaisi: UK social impact consultancy delivering evaluation, research, and strategy to charities and cultural organisations. Directly comparable in delivering evaluation and impact services in the cultural and social sector.
• Baker Richards: UK consultancy serving cultural and not-for-profit organisations with strategy, business planning, and impact evaluation. Comparable in B2B cultural consulting focus.
• The Audience Agency: UK specialist in audience research, evaluation, and data for the cultural sector. Closely overlaps with FRY Creative's evaluation and research services for arts, culture, and heritage clients.
• BOP Consulting: London-based consultancy focused on the cultural and creative industries, providing research, strategy, and evaluation services to cultural organisations and funders. Directly comparable in service mix and target clients to FRY Creative.
• Simetrica: UK-based social impact and wellbeing evaluation consultancy working across cultural, health, and community programmes. Comparable in applying rigorous impact evaluation to cultural and social projects.
• Indigo (formerly Morris Hargreaves McIntyre): UK cultural strategy and research consultancy serving museums, galleries, theatres, and heritage organisations. Comparable in offering strategy and evaluation work to the cultural sector.
• Wavehill: Social and cultural impact research and evaluation firm serving UK arts, heritage, and third-sector clients. Highly comparable in offering impact evaluation, case studies, and economic studies.
• DC Research: Cultural sector research and evaluation consultancy in the UK. Provides evaluation and impact studies to museums, libraries, and arts organisations, overlapping directly with FRY Creative's services.

Broad incumbents

• Ecorys UK: Major international research and consulting company with a UK cultural and creative industries practice. Offers overlapping capabilities but as part of a much broader portfolio across policy and social research.
• SQW Group: UK economic development and regeneration consultancy with a cultural and creative practice. Provides evaluation and strategy at larger scale than FRY Creative, including to local authorities and cultural bodies.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/frycreative

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Fry Creative