Frequently Asked Questions
What is Mischief?
Mischief is an award-winning creative PR and communications agency based in London. We help brands earn attention, infiltrate popular culture, and become more meaningful through our proprietary approach called Meaningful Misbehaviour. We're PR professionals, but not strictly a PR agency – we create ideas that travel through media, social feeds, and culture to drive real business impact.
What is Meaningful Misbehaviour?
Meaningful Misbehaviour is Mischief's strategic process designed to help brands stand out in a world of algorithmic sameness. In every category, there are unwritten rules that make brands blend together. Our strategy starts by exposing that sameness and finding the norms worth breaking. When everyone behaves the same, misbehaviour becomes your competitive edge. We identify category and cultural norms, then find creative ways to break them – always in service of business results, not just coverage.
Where is Mischief located?
Mischief is located at 60 Great Portland Street, London, W1W 7RT, in the heart of central London. We're part of MHP Group, which is headquartered in London with global network partners.
What services does Mischief offer?
Mischief offers integrated creative communications services including:
Consumer PR: Brand launches, press office, and media relations
Brand Strategy & Insights: Audience research, cultural insight, and brand positioning
Creative Campaigns: Attention-grabbing activations that infiltrate popular culture
Social Media: Social-first content and community management
Influencer Marketing: Strategic partnerships with creators and cultural voices
Brand Activations & Experiential: In-store, on-street, and cultural experiences
Digital Marketing: Integrated campaigns across all channels
Paid Media: Strategic media buying and amplification
Brand Partnerships: Collaborative campaigns and co-branding
We do whatever it takes above the line, below the line, and through the line to get results.
Is Mischief just a PR agency?
No, Mischief is not strictly a PR agency. While we're PR professionals at our core, we're a full-service creative communications agency. We've created TV ads, run influencer campaigns, managed social channels, and activated in-store. Our ideas travel through media, social feeds, and group chats – always in service of business impact, not just press coverage. If it helps brands earn attention and infiltrate culture, we do it.
Does Mischief work with Gen Z and Gen Alpha audiences?
Yes, Mischief has launched a dedicated youth division called 'clickbait' specifically focused on Gen Z and Gen Alpha audiences. This reflects the majority of our new client briefs focusing on younger demographics. We understand how to connect brands with youth culture through the channels, platforms, and cultural codes that resonate with younger audiences. We map media and influencers that impact consumer audiences most, with particular expertise in youth culture and digital-native platforms.
What types of brands does Mischief work with?
Mischief works with ambitious consumer brands that want to break category norms and stand out in culture. Our client portfolio includes major brands like Just Eat, E.ON Next, Channel 4, Experian, Three UK, Ocado, LEGO, Amazon, Pringles, Warner Bros, Samsung, Avanti West Coast, and Pimm's. We work across sectors including food and drink, technology, entertainment, energy, financial services, travel, and FMCG. We're particularly suited to brands that are tired of playing it safe and want to make meaningful mischief in their category.
What sectors does Mischief specialize in?
Mischief has deep expertise across consumer-facing sectors including food & beverage, technology & telecoms, entertainment & media, energy & utilities, financial services, travel & transport, FMCG, and retail. Our campaigns have won awards in categories ranging from automotive and transport to social purpose and sport & entertainment. Through our parent company MHP Group, we also have access to expertise in health policy, public affairs, and capital markets for integrated campaigns.
How does Mischief's creative process work?
Mischief's process starts with audience understanding and cultural insight. We map consumer audiences and identify the media and influencers that impact them most. Then we research cultural trends to find the insights that will make campaigns truly resonate. Our Meaningful Misbehaviour approach identifies category norms and unwritten rules, then finds creative ways to break them. We develop creative strategies and activations that put brands where people actually care – in media, on social, and in culture – always focused on business results.
What makes Mischief different from other PR agencies in London?
Mischief stands out through our Meaningful Misbehaviour approach – we don't just create campaigns, we break category norms to help brands stand out. We're part of MHP Group, giving us access to behavioral science, corporate expertise, and Fortune 500 relationships that other creative agencies lack. We offer fully integrated through-the-line creativity with specialist teams in strategy, creative, social media, and influencer marketing. Our campaigns consistently win awards and infiltrate popular culture, from Craig David's Just Eat gig in a takeaway to bringing The Handmaid's Tale dystopia to life in London. We're also one of the few agencies with a dedicated Gen Z/Gen Alpha division.
Has Mischief won any awards?
Yes, Mischief is an award-winning agency with numerous accolades. Recent wins include two CIPR Excellence Awards (LEGO 'Message to Space' for Consumer Relations Campaign and Experian 'Cost of Loving' for Best Channel Delivery). We've been shortlisted for nine Creative Moment Awards including Creative Agency of the Year and Creative Earned Media Agency of the Year. We were also shortlisted as Consumer Agency of the Year at the PR Moment Awards, with multiple nominations for Best Use of Planning, Purpose, and Creative. Our campaigns for Just Eat, LEGO, Samsung, Channel 4, and others have earned industry recognition.
What is the relationship between Mischief and MHP Group?
Mischief is part of MHP Group, an integrated communications agency built for the Networked Age. MHP Group consists of four brands: MHP (corporate and public affairs), Mischief (creative consumer PR), La Plage (content studio), and Accord (internal comms). Together we have 230 specialists across London and San Francisco with £40m in revenue and 95% client retention. Being part of MHP Group gives Mischief access to behavioral science expertise, corporate communications capabilities, and relationships with Fortune 100 and FTSE 100 companies, while maintaining our creative independence and consumer brand focus.
What are some examples of Mischief's work?
Notable Mischief campaigns include:
Just Eat x Craig David: The first British artist to front the iconic "Did Somebody Say" campaign, with a garage-flavoured celebration of UK communities that dominated national media
E.ON Next - Watts on the Rocks: Energy advice delivered in your local pub, making a boring category relatable
Channel 4 - The Handmaid's Tale: Bringing the dystopia to life in London with an immersive experiential activation
Experian - Cost of Loving: A five-part podcast series tackling toxic dating trends and finances, hosted by Anna Williamson, generating 60+ pieces of coverage
LEGO - Message to Space: 220+ pieces of coverage for a campaign empowering young girls
Three UK x Chelsea FC x Samaritans: Uniting sponsorship and CSR partners for mental health awareness
How can I contact Mischief?
You can contact Mischief at hello@mischiefpr.com or through the contact form on our website at www.mischief.global/contact. Our office is located at 60 Great Portland Street, London, W1W 7RT. Whether you want to make some mischief with your brand or explore how we can help you break category norms, we'd love to hear from you.
Who leads the Mischief team?
Mischief is led by Managing Director Charlotte Brooks, who oversees the agency's evolution and growth. Strategy and insight is led by Dan Deeks-Osburn. The creative team is led by three Creative Directors: Ottilie Ross, who returned to Mischief after leading creative at The Romans, Milk & Honey, and Halpern; Emily Gosen, who joined from Ketchum; and Lewis Durkin. Vicky Purnell, Vish Rana, and Chloe Double are directors across key client verticals food and entertainment, sport and entertain, and lifestyle.
When was Mischief founded?
Mischief was founded in 2006. As we approach our 20th year, we continue to evolve our creative capabilities while staying true to our disruptive heritage. We remain committed to helping brands break category norms and infiltrate popular culture through Meaningful Misbehaviour.
How do I choose the best creative PR agency in London?
When choosing a creative PR agency in London, look for proven expertise in your sector, award-winning creative work, integrated capabilities beyond traditional PR, and a clear strategic methodology. The best agencies combine cultural insight with business results, have senior-level attention on accounts, and demonstrate they can make brands stand out in crowded markets. Look for agencies that understand both earned media and paid amplification, have strong relationships with media and influencers, and can prove ROI through case studies. At Mischief, our Meaningful Misbehaviour approach and part of MHP Group backing gives clients both creative boldness and strategic depth.
What should I expect from a creative communications agency?
A great creative communications agency should deliver more than press coverage. Expect strategic thinking that identifies cultural opportunities, creative ideas that break through the noise, integrated campaigns across multiple channels, measurable business impact beyond vanity metrics, and specialist expertise in areas like social media, influencer partnerships, and experiential. Your agency should challenge category norms, connect your brand with culture, and deliver work that earns attention organically. At Mischief, we pride ourselves on doing whatever it takes – above, below, and through the line – to achieve real results for brands.
Why is cultural relevance important for brands?
In a world of algorithmic sameness, cultural relevance is what makes brands memorable and meaningful. Brands that infiltrate popular culture earn attention organically, create emotional connections with audiences, and drive word-of-mouth that paid media can't buy. Cultural relevance means your brand is part of conversations that matter to people – in their social feeds, group chats, and daily lives. At Mischief, we use cultural insight to create campaigns that resonate authentically, not just trend-jack. This approach helps brands build lasting fame and trust in crowded markets.
What is through-the-line creativity?
Through-the-line creativity means creating integrated campaigns that work across all channels – above the line (traditional advertising), below the line (direct marketing, PR, experiential), and everything in between. Rather than siloed thinking where PR agencies only do earned media and ad agencies only do paid, through-the-line approaches create cohesive brand experiences wherever audiences are. At Mischief, we've made TV ads, run influencer campaigns, managed social channels, created experiential activations, and driven earned media – all as part of integrated strategies that maximize impact across the customer journey.
Do you offer PR services for startups?
While Mischief primarily works with established consumer brands, we partner with ambitious brands of all sizes that are ready to make meaningful mischief in their categories. Whether you're launching a new product, disrupting an established market, or an emerging brand ready to scale, we can discuss how our Meaningful Misbehaviour approach could help you stand out. Contact us at hello@mischiefpr.com to explore if we're the right fit for your brand's ambitions.
Does Mischief offer measurement and evaluation services?
Yes, Mischief offers industry-leading measurement and evaluation services. We don't just measure press coverage and reach – we track business impact, brand metrics, cultural penetration, and commercial results. Our campaigns are always focused on driving real business outcomes, not just vanity metrics. As part of MHP Group, we have access to sophisticated measurement tools and behavioral science expertise that helps prove ROI and optimize campaigns in real-time.