Gareth’s role is to help marketing agency owners grow stronger businesses – ones that generate more revenue, more profit, and more freedom.
He works as a strategic advisor to founders, challenging their assumptions, sharpening their positioning, and aligning their people, operations, and numbers around a clear growth model. With over 30 years in the agency world – including building, scaling, and exiting his own £12m agency – Gareth knows first-hand what it takes to run a high-performing, independent business in a changing market.
“I don’t give my clients all the answers - I help them ask better questions.”
With a BSc (Hons) in Psychology from Manchester Metropolitan University, Callum combines human behavioural insight with emerging AI technology to help agencies operate smarter.
Callum’s role is to help marketing agencies understand, adopt, and integrate AI in a practical, human-centred way, so they can operate more efficiently, make better decisions, and enhance the value they deliver to clients.
He acts as the bridge between human psychology and machine intelligence, translating the fast-evolving world of AI into actionable systems, processes, and tools that fit seamlessly into how agencies already work.
"AI doesn’t replace people. It amplifies them.”
Agents of Change was born from two intersecting journeys.
Gareth spent 15 years running a successful marketing agency and saw first-hand the challenges, complexity and pressures that come with leading creative teams. After selling his agency, he decided to help other founders build stronger, more profitable and more resilient businesses.
Whilst his father was advising, Callum was learning. First about how the human mind works, something that has always fascinated him, and more recently building deep expertise in artificial intelligence, automation and AI-assisted systems. As AI technology matured, Callum saw how transformative it could be for the agency world. He predicted how important it would be to understand how people and machines think – and how they work together.
Combining Gareth’s strategic insight and experience with Callum’s scientific knowledge and technical capabilities created something unique: a consultancy designed for modern agencies that need both expert guidance and practical AI capability to compete and grow.
We work with:
Agency owners and founders
£400k to £2m revenue agencies
Creative, digital, performance, PR, brand and specialist agencies
Leaders wanting stronger positioning, better margins and a clearer growth model
Agencies seeking practical, in-house AI adoption
If you are ambitious, open-minded and ready to evolve your business, we can help you.
We believe:
Agencies that don’t stand out will struggle to survive.
Better questions are not a luxury. They are how you avoid expensive, slow failure.
Positioning is not a branding exercise. It is the foundation of whether you grow or get ignored.
AI is not a future trend. It is already reshaping the economics of your business.
Clarity is not just helpful. It is what creates confidence, momentum, and commercial control.
These are not abstract beliefs. They are responses to a market that is becoming less forgiving by the day. If you don’t stand out, you going to get overlooked.
Agencies choose Agents of Change because we offer a blend of strategic and technical expertise that is rare in the consultancy world.
A proven advisor who understands agency life from the inside.
A technical partner who can deliver practical, real-world AI implementation.
A specialist focus on smaller marketing agencies.
A structured, pillar-based framework that simplifies complexity.
A partnership model rooted in clarity, accountability and action.
We do not provide generic advice. We help agencies build the next version of their business.
We help agencies:
Refine and strengthen their positioning
Build more consistent new business pipelines
Improve margins and profitability
Fix delivery inefficiencies
Adopt AI tools that unlock hours and reduce workload
Create scalable, predictable business models
Gain confidence and control
Our clients describe working with us as transformative, clarifying and long overdue.
We help agencies grow revenue, improve profit, and reduce friction by blending experience, empathy, and innovation. Our founders are unique:
One understands how leaders think and agencies grow.
The other understands how people think and machines learn.
Together, we help agencies turn intelligence – human and artificial – into competitive advantage.