Brandnation’s Bold Shift: Employee Ownership as a Catalyst for Growth and Stability

In a move that reflects the rising tide of employee-centric business models, creative marketing and communications agency Brandnation has transitioned to an Employee Ownership Trust (EOT). The London-based agency, known for its high-profile clients such as Columbia Sportswear, UIM E1 World Championship, Bellissima Italia, and OnTheMarket, joins a growing roster of companies rethinking the future of ownership, employee engagement, and long-term stability.

The transition comes as founder and managing director Mary Killingworth has sold a 75% controlling stake in the business to an EOT, retaining 25% alongside deputy managing director Eva Ringwood and creative director Joe Murgatroyd. This strategic shift places ownership squarely in the hands of its 30-strong team, marking a pivotal step in Brandnation’s journey and signaling its commitment to fostering a more collaborative and empowered workplace culture.

Why Employee Ownership?

For Killingworth, who has helmed the agency for over two decades, the move was about more than succession planning—it was a statement of intent.

“Over the last 20 years, Brandnation has proudly built a reputation for delivering flawless client experiences and nurturing long-term client relationships,” she explained. “Transitioning to an EOT is a natural next step that reflects our values as a business, empowers our talented team, and lays the foundation for an even brighter future.”

Employee ownership structures, particularly EOTs, have surged in popularity as companies seek to align stakeholder interests, bolster employee engagement, and secure long-term stability. For Brandnation, the decision aligns seamlessly with its philosophy of “Creativity. Multiplied.”, emphasizing service integration and measurable impact for clients. This innovative ethos now extends internally, promising shared success for its employees.

What Does This Mean for Employees?

Under the EOT framework, employees who have been with Brandnation for over a year are now eligible for profit-sharing schemes, including partially tax-free bonuses based on their seniority, salary, and tenure. This model is designed to foster a sense of ownership, motivate the team, and reward collective success.

Killingworth and the agency’s minority stakeholders will collaborate with EOT-appointed employee representatives and an independent trustee to guide the agency’s strategic vision. This structure ensures that employees have a say in the company’s direction while maintaining a steady leadership hand at the helm.

Growth on the Horizon

The transition to an EOT is not just about honoring the past—it’s a clear play for future growth. Brandnation recently recruited industry veteran Andrew Bloch as a non-executive director to support its executive leadership team in expanding its offerings across PR, influencer marketing, digital, and social media. Additionally, the agency is actively pursuing senior hires in social, strategy, and content to bolster its expertise.

“Brandnation has evolved into a dynamic, future-focused agency,” Killingworth noted. “We’re committed to staying ahead of the curve and delivering measurable brand impact for our clients. This transition is part of an ambitious growth plan that will allow us to attract top talent and achieve shared success.”

The Ownership Economy in Action

Brandnation’s pivot underscores a broader movement toward the ownership economy, where employees are increasingly recognized as stakeholders with a vested interest in their organization’s success. This shift is not only about enhancing workplace satisfaction; it’s also a competitive strategy that drives retention, innovation, and alignment between management and employees.

For businesses in the creative and marketing sectors, where talent is the linchpin of success, employee ownership structures like EOTs offer a compelling advantage. They signal stability to clients and stakeholders while positioning the company as a progressive, purpose-driven employer in a competitive market.

A Milestone for Brandnation

As Brandnation embarks on this new chapter, the move to an EOT is as much about celebrating its legacy as it is about defining its future. By placing trust in its people and embedding employee ownership at the core of its business model, the agency is charting a course toward collaborative growth and a more sustainable vision of success.

For clients, employees, and industry observers alike, the message is clear: Brandnation is not just adapting to the ownership economy—it’s thriving within it.