For many brands, particularly those based outside the capital, there’s still an assumption that working with a London agency is the default, or even a requirement. On the flip side, some businesses assume that agencies with a London presence are automatically out of reach, too expensive, or not built for smaller or regionally focused organisations. Both sides of the argument are completely unaware of the true benefits of a northern agency.
Both ideas are outdated. In 2026, choosing the right agency isn’t about geography or a postcode. It’s about access, expertise and how the relationship actually works day to day. The real question brands should be asking is not where an agency is based, but how it operates and what expertise can be gained from that model.
At PHA, we challenge outdated assumptions. Through our Leeds and Manchester offices, supported by our London HQ and international network across the US and East Asia, we give brands the best of both worlds: genuine regional insight combined with global capability.
Busting the myth that London = better
Many brands default to London agencies out of habit rather than evidence. London has long been associated with scale, influence and access, so it’s often seen as the “safe” choice, particularly for larger or more complex briefs.
In reality, agency models have changed. Many so-called northern offices operated by London agencies are little more than satellite locations, with small or rotating teams and limited day-to-day presence. Brands end up unknowingly paying London rates without benefiting from genuine regional insight or consistent, on-the-ground support from a team based in the north.
At the same time, the strength of agencies outside the capital continues to grow. Northern agencies are achieving 9% annual growth, outperforming the wider UK agency sector average of 8.1%. The data reflects a shift in how brands are choosing partners based on capability, access and value, rather than postcode alone.
The northern advantage
Working with a northern agency delivers benefits London simply can’t replicate, not because of geography, but because of genuine cultural proximity. In fact, many brands are now actively seeking the benefits of a northern agency as they look for options that offer both value and deep audience understanding.
Regional insight
Teams based in the north instinctively understand local audiences, tone, media, and trends. This local intelligence can’t be manufactured from afar and plays a crucial role in relevance, trust and message cut-through.
Exceptional talent
The north is home to a huge pool of creative and strategic talent, including senior PR professionals who choose to build their careers outside the capital. This creates teams rich with experience, ambition and fresh perspective.
A more commercially efficient model
Northern agencies often deliver the same quality and creativity as their London counterparts, but with more competitive rates and more efficient operating structures.
Why PHA is different
PHA’s Manchester and Leeds offices are not a satellite operation. We have fully established, full-service teams. Real people delivering real work, with a permanent presence and deep local knowledge. Clients work with consistent teams who understand their market and remain closely involved from strategy through to delivery.
Our offer spans more than 30 services across PR, digital, social, crisis management and advisory, supported by in-house expertise across 12 sectors. This breadth allows us to deliver truly integrated communications programmes without relying on external suppliers or fragmented agency models.
Crucially, PHA’s northern offices operate as ONE with the wider group. Clients benefit from direct access to our London HQ, offices in New York and Boston, and a trusted international partnership network spanning as far as East Asia.
The result is London-level creativity and global reach, delivered through a more accessible and commercially efficient northern model. From a commercial perspective, this structure allows brands to achieve meaningful value without compromising on quality or scale, one of the many benefits of a northern agency that offers national thinking alongside regional grounding.
What does this mean for brands?
Stronger relationships
For brands, this approach creates stronger working relationships. Teams that understand your market, audience and context are easier to collaborate with and more effective day to day, leading to better chemistry and clearer outcomes.
Big ideas without big overheads
It also means access to big ideas without big overheads. Strategy and creativity informed by London and global insight are delivered locally, ensuring ambition and quality without unnecessary cost or complexity.
Scalable campaigns
Finally, brands gain the flexibility to scale. Campaigns can start with regional activations and expand into national or international rollouts, supported by one integrated agency model throughout.
More from us
Don’t settle for a post box or a token regional presence. Choose an agency that’s genuinely embedded in the north, with the reach, creativity and capability of London and beyond behind it.
At PHA, we help ambitious organisations turn innovation into award-winning influence. Working together as ONE PHA, we combine our deep regional understanding with national scale and global reach, ensuring northern stories don’t just get told, but get heard in the places that matter most.
Our teams in Leeds and Manchester work at the heart of the UK’s most dynamic innovation ecosystems. We partner with organisations across all sectors to translate their mission into compelling narratives that resonate far beyond the region.
If you’re interested in how we help organisations scale their stories, you might also like:
If you’re building something innovative and want to ensure it gets the recognition it deserves, we’d love to talk. Whether you’re scaling, attracting investment or entering new markets, our team can help you shape a story that travels. Get in touch today and start the conversation with our team of specialists at hello@thephagroup.com.