Sugar PR has joined the SuperAgency Group, a new collaboration of independently owned agencies across the North of England.

The Group brings together specialist skills across PR, design, digital marketing, AI, creative services, video and wider marketing support.

It’s been created around a simple idea: clients increasingly need access to a broad range of expertise, but that does not mean they need to work with one large generalist agency.

Instead, the SuperAgency Group brings together established independent businesses, each with specialist knowledge, experienced teams and a strong reputation in their own field.

Membership is deliberately selective. Agencies within the group must be independently owned, have a long-standing first-class reputation and demonstrate genuine specialist expertise rather than trying to provide every service under one roof.

For Sugar PR, the approach fits closely with the way we already work.

We have always focused on the areas where we can add the greatest value – PR, media relations, reputation management, crisis communications and, increasingly, AI visibility. Where a project requires additional specialist skills, the SuperAgency Group gives us access to trusted teams with complementary expertise.

That could mean bringing in digital specialists for a wider campaign, designers for a new brand or website, video teams for content production, or other expert support where a client needs it.

Independence matters

The important distinction is that each agency remains independent.

There are no layers of account management or attempts to turn every project into a large integrated-agency brief. The right specialists are brought together when they are needed, while clients retain direct access to the people actually doing the work.

Sugar PR founder Pete Davies said:

“The SuperAgency Group gives us the benefits of a much broader agency offer without losing what makes independent specialists valuable in the first place.

“Clients want experienced people who really understand their discipline. They also increasingly want agencies to collaborate rather than operate in silos.

“By working together, we can introduce clients to people we know, trust and rate highly, while also bringing our own PR and communications expertise into projects being led by other members of the group. It creates value for our clients and for each other.”

Northern agencies working together

Geography is also an important part of the model.

The SuperAgency Group is made up of Northern-based teams, reflecting a belief that collaboration works better when businesses can build genuine relationships, meet regularly and work together in person when required.

While member agencies work with organisations throughout the UK, maintaining that physical proximity means projects can be approached as genuine collaborations rather than simply passing work between suppliers in different parts of the country.

The result is a network covering many of the skills businesses now need – including PR, digital marketing, design, creative, AI, video and specialist marketing support – while retaining the focus, responsiveness and senior-level involvement associated with independent agencies.

For Sugar PR, joining the SuperAgency Group is about extending what we can offer clients without changing what we are.

We remain an independent PR agency, with the same team, the same specialist focus and the same direct approach. We simply now have an even stronger network of specialists around us when a brief calls for something more.

Part of the SuperAgency Group™.