Volunteer initiative Look After becomes full-service agency

The initiative set up by Nic Young to provide pro-bono support to charities during the COVID-19 crisis has evolved into a full-service creative agency with three founding managers, a high-profile chair, and a network of 350 freelancers, PRWeek can reveal.

Look After management team: Nic Young, Scarlett Stephens-Smith and Felix Henderson
Look After management team: Nic Young, Scarlett Stephens-Smith and Felix Henderson

Look After has turned into a full-service creative communications agency six months after it launched as a volunteer initiative.

The agency’s founding management team includes former Frank account executive Young, who initially set up the venture, brand strategy consultant Felix Henderson and former Frank account director Scarlett Stephens-Smith. 

Frank co-founder Graham Goodkind has come on board as a non-executive chairman. The agency's business model has a core management team and will draw on a network of 350 freelance specialists on a needs basis.

The agency will focus on ‘looking after brands that want to look after the world’, covering everything from PR and social, to branding and web development.

It currently serves four clients, with more in the pipeline, and has worked on projects with a specialised B-Corp beer brewery, launching an ethical fashion collective and helping start-up brands across a variety of industries.

Look After started out providing pro bono support to charities in domestic abuse, homelessness, hunger, international COVID-relief efforts and supporting sections of the NHS.

PRWeek understands that it has shifted its focus on businesses that want to make a positive change to society.

“We’re all so pleased to be able to work with clients that are doing genuine good for the world and that allow us to be creative, as both are non-negotiables for everyone involved since setting up,” Young said.

“COVID has forced a lot of businesses to rethink, restructure or start again, and we believe our innovative structure will help form the new way of doing things for the industry, as we all carry on needing to flex and adapt to the changing world.”

'Overwhelming support'

Young told PRWeek that the industry’s generous support of Look After allowed it to “max out the initiative as well as we could,” while providing the confidence to become a fully fledged business.

“The past few months, we've just been working on the structure of the agency and the business. That’s a big part of what Graham has been helping with, taking it from young people doing an initiative to a fully fledged business," he said.

“The addition of Scarlett has really helped. She was my account director – the head of my team – and has all the business acumen to handle the PR account side very well.”

Look After has ambitious plans to “double in size” each year or the next few years.

The addition of Goodkind as chair is a coup for the new agency. The industry veteran, who helped establish one of the UK most recognisable PR brands, Frank, said he was attracted to Look After by its mission to provide pro-bono support to charities during the COVID crisis. 

“I was proud of the fact that the PR skills of passionate, younger practitioners were being put to such a good and important use. And I wanted to do my best to help out where I could,” he told PRWeek.

“As the grey-haired person in the room, it's been really rewarding providing guidance, advice, mentoring and strategic counsel to Nic, Scarlett and Felix on their inspiring mission to look after organisations that want to look after the world.” 

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