16th January 2026, LONDON, UK: Independent brand and cultural transformation company BBD Perfect Storm has made a strategic majority equity investment in leading independent creative agency St Luke’s. This brings together two successful and complementary businesses to form a new UK-based agency group with international reach. 

The partnership has been designed to meet growing client demand for senior-led, independent agency partners that combine creative excellence with brand-led growth, cultural insight and modern marketing capabilities, without the constraints of large holding-company models.

While BBD Perfect Storm is headquartered in the UK, around 65% of its business is international or global in nature. By combining BBD Perfect Storm’s international growth engine and brand-led transformation expertise with St Luke’s deep roots in UK creativity and culture, the partnership gives both agencies enhanced UK strength alongside greater international reach, and creates a compelling offer for brands operating across markets.

Jason Foo becomes chairman of St Luke’s, but both agencies will retain their individual brands, leadership teams and cultures, continuing to serve their clients as they do today. Collaboration will take place where it adds value, through shared resources, specialist capabilities and joint opportunities, while preserving the independence and senior relationships that clients value.

Together, BBD Perfect Storm and St Luke’s will bring deep expertise across consultancy and brand strategy, integrated creative communication, internal engagement and transformation, CRM and loyalty, social and influencer marketing, content and production supporting brands at every stage of growth, from long-term brand building to commercial activation.

Neil Henderson, CEO of St Luke’s, said:
“St Luke’s is a special agency, and finding a partner that genuinely shared our values was always going to be a tall order. From the outset, it was clear that the culture Jason and the team at BBD Perfect Storm have built makes the two agencies kindred spirits. At a time when there’s so much turbulence across the agency landscape, we believe brands are increasingly looking for creative excellence delivered by highly engaged, independent partners with broad capability. This partnership puts us in a brilliant position to accelerate our shared growth while staying true to who we are.”

Jason Foo, Founder and CEO of BBD Perfect Storm, and Chairman of St Luke’s, added:
“BBD Perfect Storm has built a highly international brand and cultural transformation business, while St Luke’s represents the very best of UK creative culture. Bringing those strengths together allows us to strengthen both, without diluting what makes either agency special. It’s about building a modern, independent agency platform designed around how brands actually grow today - through creativity, cultural engagement and long-term distinctiveness.” 

St Luke’s has a 30-year track record of market-leading creative work and brand strategy, working with iconic UK brands such as Heineken, Heathrow, Ocado and KP Snacks.  Most recently, the agency has expanded into branded content under the Apostle Entertainment banner, with two broadcast projects in production.

BBD Perfect Storm is a B-Corp-certified brand and cultural transformation company working with global organisations including Qatar Airways Group, Jumeirah Hotel Group, Rathbones and Beiersdorf (NIVEA MEN).  Its specialist capabilities span brand & cultural consultancy, creativity, CRM and loyalty, social and masculinity practice New Macho. The agency also recently signed a strategic collaboration agreement with Digitect, a MENA based agency to strengthen its ties and executional delivery in that region.

The two agencies share a strong cultural and values-led ethos, with both recognised as leaders in their field. St Luke’s has been shortlisted for Campaign’s UK Independent Agency of the Year four times in the past six years, named a Campaign Best Place to Work for seven consecutive years, and recognised as one of Campaign’s Top 20 Agencies of All Time. BBD Perfect Storm has been named as a Financial Times Leading UK Management Consultancy, a Sunday Times Best Place to Work and also won various Agency of the Year titles, including being recently named ‘Best Independent Agency in the World’ at the Indies Awards.

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