Cowshed brings national glory home to Wales with UK PR Consultancy of the Year win
Cowshed brings national glory home to Wales with UK PR Consultancy of the Year win
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Welsh public relations agency Cowshed has earned the prestigious title of UK Consultancy of the Year at the Chartered Institute of Public Relations (CIPR) Excellence Awards, becoming the first agency outside of London in over a decade to claim the honour.
The win marks a monumental moment for the Cardiff-based agency, which has built its reputation on values-driven campaigns and impactful storytelling. Founded by Vicki Spencer-Francis 11 years ago, Cowshed has quickly emerged as one of the UK’s leading independent agencies, working with a range of clients from public health bodies to international sporting brands.
“I started Cowshed 11 years ago,” says Vicki. “I’d worked at the Welsh Government and local government in Wales, but I’ve also got a background in TV PR from London. The mix between entertainment and real-life societal issues really sticks with me. I wanted to create a company that did what it said and meant what it said. Work with meaning, which is our ethos.”
That ethos has come to define Cowshed’s campaigns, clients and culture. It adorns the studio wall alongside another mantra: “Campaigns that work. Clients we love. Causes we believe in.” At its heart, Cowshed champions purpose-driven work that aims to shift mindsets, change behaviours and deliver measurable results.
Their award-winning campaigns reflect that mission. Among their most impactful initiatives is Sound, a national campaign focused on ending violence against women and girls by engaging directly with men.
“The ambition of it is to make Wales the safest place in the world to be a woman,” says Vicki. “It’s going well and we’re really proud of what we’ve achieved.”
Another standout campaign is the BOG STANDARD, which is run in partnership with Prostate Cancer UK and Cowshed’s client, phs group. The campaign aims to install sanitary bins in male toilets across the UK, highlighting the often-overlooked needs of men living with incontinence due to prostate cancer.
“So far, the campaign has helped to sell over 12,000 male incontinence bins to businesses across the UK and16 football clubs have signed up to the BOG STANDARD charter, including the likes of Sheffield Wednesday, AFC Wimbledon, Manchester United and Portsmouth FC.”
Vicki says. “That work is only just beginning.”
It was this portfolio of innovative and purpose-led campaigns that helped Cowshed stand out to the CIPR judges. The small number of the team travelled to London with tempered expectations, aware they were competing against major national firms.
“We were up against six other agencies, all London agencies, big agencies that have won it before,” Vicki recalls. “They read out our name and I was stuck to my seat. I could not believe it… It’s just outstanding.”
The award, Vicki says, isn’t just about prestige; it’s a win for female led, independent business and the wider Welsh creative industry.
For Cowshed, the victory also reinforces their commitment to ethical, inclusive PR practice. From pro-bono work with schools and charities to supporting team members through professional development and wellbeing initiatives, the agency has consistently put people at the centre of its operation.
“We’re a team of around 35 now,” Vicki says. “We want to continue to invest in our team, making sure they really shine. We’re also mentoring at Willows High School. I want us to build a pipeline of future PR talent that doesn’t just come from traditional backgrounds.
As for what’s next, Vicki is clear about the future: deeper impact, wider reach and staying true to the ethos that made them successful.
“We’re looking to take our work around violence against women across the UK and into other areas where we can bring about meaningful change. And we’ll continue to work with clients who align with our values.”
There’s a growing appetite, Vicki believes, for campaigns that don’t just grab headlines but also create genuine social value.
“Our innovative approach to tackling violence against women is groundbreaking. We’d would love to speak to other countries about how our approach could benefit them.”
For now, though, there is still a sense of celebration. The win is a proud moment not just for Cowshed, but for Welsh business and the wider UK PR industry.
To find out more go to www.wearecowshed.co.uk or email info@wearecowshed.co.uk.
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