2022 Best PR Agencies to Work For, EMEA

Best Agency to Work For is possibly the only predictive PRovoke Media award. Over the years, we’ve noticed a direct correlation between the agencies on this list and those that take home our biggest honor (often times at some point in the future) — Agency of the Year recognition. That’s, in part, because firms that take culture seriously tend to attract and retain smart and creative talent who, in turn, produce stellar work. It’s a simple formula but one that’s easily overlooked amid the breathless pace and tremendous pressures that are a seemingly inevitable reality of agency life. But this pace is exactly why agencies shouldn’t underestimate the power its culture has on the work its employees produce.

And, of course, the weight of the global pandemic along with racism and election anxiety, in addition to other serious issues that made 2021 another exceptional year for PR firms. Over the next few weeks, we will look more closely at how the Best Agencies to Work For fared on issues like the pandemic response, diversity and overall compensation.

These five Best Agencies to Work For will be presented with their trophies at the 2022 EMEA SABRE Awards dinner, which takes place in London on May 27.

Best EMEA Network to Work For

Winner:

AxiCom (WPP)

Backstory

For many years one of WPP’s best kept secrets, 27-year-old tech specialist AxiCom has flourished under the thoughtful, rigorous and very human leadership of longtime staffer and now European president Kate Stevens. AxiCom works with technology firms of all flavours, from industry giants to disruptors, to help them stand out in a world where every business now has a technology story to tell, and its sector experts cover consumer tech, telecoms, enterprise tech, media tech and business services.

Performance

AxiCom’s revenue for 2021 grew by just over 10% on 2020, with even healthier margins. For the first time, UK income was less than half of the European business, as it grew substantially across its other offices. The agency won 63 new clients across Europe, 30% of which are multi-market accounts, including milestones such as the agency’s first all-digital win—digital services revenue grew by 27% over the year—and influencer marketing work.

Workplace Culture

It can be difficult to maintain culture after being acquired, but AxiCom’s commitment to building a world-class work environment has not wavered since it became part of WPP nearly 15 years ago. Nor did the pandemic create any kind of blip—AxiCom was our Best EMEA Network to Work For last year too. Coming out of lockdown, the firm drew on its values (intelligence, initiative and integrity) to stay ahead of the pack, investing extra funds into learning and development and kick-starting the AxiAcademy with courses covering compliance (one thing that has become a priority as part of public ownership), culture and competence. AxiConnect, meanwhile, is a pan-European peering program that brings teams across markets closer together.

Diversity & Inclusion

Diversity and inclusion training is a core part of the 'AxiAcademy', and the firm also draws on the resources of WPP Group and sister agency BCW, including the Destination Inclusion program developed at BCW, which provides training resources to keep managers challenging their assumptions.The form also draws on the expertise of an external D&I consultant and places an expert-led unconscious bias webinar at the heart of the onboarding process. The firm has also hosted fundraising activities in support of LGBTQ+ Pride month, supporting charities Mermaids and Micro Rainbow.

What Employees Say

When asked which three words best describe the culture at AxiCom, the most common responses involve “open,” “supportive” and “fun,” although the employee who said “kooky” deserves a nod too. Asked what they like best about their agency, the most common response is simply: “The people.” A slightly longer answer: “AxiCom genuinely supports you to be your best self. From day one I have been encouraged to speak up, get stuck in and lead on projects, which has massively contributed to my development as a junior.” Another respondent describes a culture of continual improvement and explains: “Being better means being different. We don't accept the standardised way of doing things, we're forever exploring and trialing new methods, systems and approaches to make every touchpoint as efficient, effective and enjoyable as possible.’

The top five:

AxiCom
H+K Strategies
BCW
Jin
APCO Worldwide

Best UK Consultancy to Work For