What’s the headline?

That’s the first question we ask ourselves on every brief. Because if it’s not worth writing about, why make it?

We believe in the power of earned media, not as an afterthought, but as a creative engine. It’s what turns ideas into stories, and stories into headlines. It’s why journalists cover our work, why our mums proudly post it on Facebook, and why fans feel compelled to share it without being asked.

This approach has taken us to all sorts of places, from the BBC Breakfast couch to the back page of The Guardian, where a fictional FIFA president made headlines. Earned isn’t just media, it’s impact, conversation, and cultural currency. And we’ve made a habit of getting it.