B2B marketing specialist Lesniak Swann has been recognised as one of the UK’s top-performing agencies in the inaugural IPA Beacon List – a new initiative from the Institute of Practitioners in Advertising (IPA) celebrating high-growth, forward-thinking firms across the advertising and communications industry.
Headquartered in Stoke-on-Trent with an additional office in Manchester, Lesniak Swann was singled out for its sharp focus on technically complex sectors, including engineering, telecoms, construction and manufacturing – areas often underserved by mainstream creative agencies. The IPA praised the agency for “carving its niche in the admittedly ‘unsexy’ industrial world,” turning deep sector expertise into a defining competitive advantage.
Managing director Alexander Swann said the agency’s growth is rooted in a clear strategic focus. “We built the agency around a specific type of client – one that is technical, product-led and commercially complex. Those clients need people who genuinely care about understanding how things work. That focus has helped us grow by being useful, not by chasing trends.”
Founded in 2002, Lesniak Swann has steadily expanded by serving B2B clients with demanding sales cycles and product propositions. The agency has averaged 33% growth in recent years, doubling revenue to £3m in 2023, and now targets £6.66m turnover by 2028. It also recently acquired Manchester-based digital agency Don’t Be Shy, adding performance marketing and automation capabilities, along with clients such as Uber and TalkTalk Business, to a portfolio that already includes Michelin, Finning UK & Ireland, KBR and Polypipe Building Services.
Lesniak Swann currently employs around 30 staff across its two offices. Around a quarter of its work is now international, and it reports a client retention rate of 110% alongside an 84% pitch win rate.
The IPA Beacon List, launched this year, aims to spotlight agencies reshaping how marketing services are delivered in a shifting media and tech environment. Lesniak Swann is one of only 25 agencies to be featured, reflecting a wider trend towards agile, independent agencies with strong specialisms and clear values.
Looking ahead, the agency plans to expand into adjacent B2B verticals such as professional services, while continuing to scale its core offer across strategy, digital, creative and PR.
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