Northern Ireland public relations firm named PR Week’s largest agency outside London from public agent 51 Watch Video

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✓ Published: 23-May-2024

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A Holywood-based global PR & creative agency has been recognised in three categories within PR Week’s Top 150 rankings.<br/><br/>Smarts was named the largest agency outside of London, 30th largest agency in the UK overall, and the fourth largest consumer agency.<br/><br/>These significant milestones are reflective of a decade of growth for Smarts, reporting a total revenue of £16m in 2024. The agency now employs close to 200 people across its five offices in Glasgow, London, Amsterdam, New York and Holywood.<br/><br/>Offering a comprehensive range of communication services – including design, content, influencer marketing, media relations, and employee engagement – Smarts has made substantial investments exceeding £2 million in content production, digital infrastructure, and influencer capabilities since 2020.<br/><br/>Recent highlights include working with US actor Tina Fey on Booking.com’s 2024 Super Bowl ad, building Zalando’s Style Creator Programme of 400+ micro-influencers to drive growth for the fashion brand’s Instagram and TikTok following – and expanding into mainland Europe with a new office in Amsterdam, with European campaigns in the past year including an experiential engagement programme to showcase Booking.com’s new Amsterdam HQ to more than 6,000 employees.<br/><br/>This expansion aligned with Smarts' strategic growth plan, positioning the agency as a global leader in culture-driven, consumer-focused communications.