About MVPR
We are a software and AI-enabled PR agency. We use people where it makes sense to use people, software and AI applied to the right problems, and data to help our people and models make better choices.
Our Story: Structure applied to chaos
Our founder Tom Lawrence and Camille Oster met while they worked together at Edelman, the number #1 PR agency globally. Camille was a Director in Edelman's UK technology team while Tom was based in Berlin, working underneath the then COO in Edelman Germany. They both respectively headed up regional departments called Edelman Emerge - Edelman's answer to delivering lean communications for (at the time) scaling companies like Exscientia, What3Words and Airbnb.
Edelman Emerge was a proving ground for young talent inside Edelman, having been created by another Edelman rising star, Simon Chan, now the Head of Technology at Edelman for APAC. He, in partnership with Justin Westcott, now Global Chair Technology and EMEA COO created the genesis for Emerge, the vision: a department set up to work with the same values as scaling companies, providing services that ensured clients became famous and funded. Edelman Emerge teams were designed to be lean, scrappy and results-obsessed, and both Camille Oster and Tom Lawrence were hired in to grow these teams.
Creating and selling services to scaleups required tenacity and pragmatism, but most importantly it meant creating new ways of delivering PR services to brands, using methods that prioritised efficiency. Emerge teams productised traditional retainer models, turned strategic work into playbooks, and tore up the script for how account teams were resourced to reduce the cost of retainers, and ensure margins were maintained. And - it worked.
After a while, the efficiency gains that had climbed steeply to begin with, started to hit a ceiling - the people and process changes delivered only incremental gains. For Tom, there was only one solution - you had to build technology to support the team. So, Tom left, and founded MVPR - a strategic PR agency that would build its own software to support its PR services team. Little did he know at the time that MVPR would slowly earn a mantle as one of the industry's leading software and AI-enabled PR practices, that he would hire machine learning PhDs and data scientists to improve how his client team delivered PR services. Or that MVPR would re-write the rulebook for how much revenue an agency could make from a team member's time.
In the summer of 2021, Tom met with Ben Heath, a family friend and the husband of Tom's brother's childhood friend. MVPR's technology was still only three month's old, and at the time, Ben was one of the UK's top 10 men's lifestyle influencers, but his grounding had been a number of years working for listed companies doing financial PR them. Ben's tenacity and work ethic was undeniable, and in September of the same year, MVPR landed the first member of it's PR team.
In January of 2023, Camille Oster joined them.
Our founder Tom Lawrence and Camille Oster met while they worked together at Edelman, the number #1 PR agency globally. Camille was a Director in Edelman's UK technology team while Tom was based in Berlin, working underneath the then COO in Edelman Germany. They both respectively headed up regional departments called Edelman Emerge - Edelman's answer to delivering lean communications for (at the time) scaling companies like Exscientia, What3Words and Airbnb.
Edelman Emerge was a proving ground for young talent inside Edelman, having been created by another Edelman rising star, Simon Chan, now the Head of Technology at Edelman for APAC. He, in partnership with Justin Westcott, now Global Chair Technology and EMEA COO created the genesis for Emerge, the vision: a department set up to work with the same values as scaling companies, providing services that ensured clients became famous and funded. Edelman Emerge teams were designed to be lean, scrappy and results-obsessed, and both Camille Oster and Tom Lawrence were hired in to grow these teams.
Creating and selling services to scaleups required tenacity and pragmatism, but most importantly it meant creating new ways of delivering PR services to brands, using methods that prioritised efficiency. Emerge teams productised traditional retainer models, turned strategic work into playbooks, and tore up the script for how account teams were resourced to reduce the cost of retainers, and ensure margins were maintained. And - it worked.
After a while, the efficiency gains that had climbed steeply to begin with, started to hit a ceiling - the people and process changes delivered only incremental gains. For Tom, there was only one solution - you had to build technology to support the team. So, Tom left, and founded MVPR - a strategic PR agency that would build its own software to support its PR services team. Little did he know at the time that MVPR would slowly earn a mantle as one of the industry's leading software and AI-enabled PR practices, that he would hire machine learning PhDs and data scientists to improve how his client team delivered PR services. Or that MVPR would re-write the rulebook for how much revenue an agency could make from a team member's time.
In the summer of 2021, Tom met with Ben Heath, a family friend and the husband of Tom's brother's childhood friend. MVPR's technology was still only three month's old, and at the time, Ben was one of the UK's top 10 men's lifestyle influencers, but his grounding had been a number of years working for listed companies doing financial PR them. Ben's tenacity and work ethic was undeniable, and in September of the same year, MVPR landed the first member of it's PR team.
In January of 2023, Camille Oster joined them.
Our founder Tom Lawrence and Camille Oster met while they worked together at Edelman, the number #1 PR agency globally. Camille was a Director in Edelman's UK technology team while Tom was based in Berlin, working underneath the then COO in Edelman Germany. They both respectively headed up regional departments called Edelman Emerge - Edelman's answer to delivering lean communications for (at the time) scaling companies like Exscientia, What3Words and Airbnb.
Edelman Emerge was a proving ground for young talent inside Edelman, having been created by another Edelman rising star, Simon Chan, now the Head of Technology at Edelman for APAC. He, in partnership with Justin Westcott, now Global Chair Technology and EMEA COO created the genesis for Emerge, the vision: a department set up to work with the same values as scaling companies, providing services that ensured clients became famous and funded. Edelman Emerge teams were designed to be lean, scrappy and results-obsessed, and both Camille Oster and Tom Lawrence were hired in to grow these teams.
Creating and selling services to scaleups required tenacity and pragmatism, but most importantly it meant creating new ways of delivering PR services to brands, using methods that prioritised efficiency. Emerge teams productised traditional retainer models, turned strategic work into playbooks, and tore up the script for how account teams were resourced to reduce the cost of retainers, and ensure margins were maintained. And - it worked.
After a while, the efficiency gains that had climbed steeply to begin with, started to hit a ceiling - the people and process changes delivered only incremental gains. For Tom, there was only one solution - you had to build technology to support the team. So, Tom left, and founded MVPR - a strategic PR agency that would build its own software to support its PR services team. Little did he know at the time that MVPR would slowly earn a mantle as one of the industry's leading software and AI-enabled PR practices, that he would hire machine learning PhDs and data scientists to improve how his client team delivered PR services. Or that MVPR would re-write the rulebook for how much revenue an agency could make from a team member's time.
In the summer of 2021, Tom met with Ben Heath, a family friend and the husband of Tom's brother's childhood friend. MVPR's technology was still only three month's old, and at the time, Ben was one of the UK's top 10 men's lifestyle influencers, but his grounding had been a number of years working for listed companies doing financial PR them. Ben's tenacity and work ethic was undeniable, and in September of the same year, MVPR landed the first member of it's PR team.
In January of 2023, Camille Oster joined them.
Our Behaviour: Conscious challengers
Entrepreneurs by nature, we are driven by the need to deconstruct frustrating, outdated experiences and processes. We build in the open, we hate rulebooks and jargon, and we love anything that can make us work smarter, leaner, better. We move fast, but mindfully - we recognise the need to balance speed and care to get things done to the standard our agency pedigree expects.
Concerned with our impact and conscious of our limitations, we aim to educate - but want to give our people and partners space to contribute, learn and become drivers themselves.
Entrepreneurs by nature, we are driven by the need to deconstruct frustrating, outdated experiences and processes. We build in the open, we hate rulebooks and jargon, and we love anything that can make us work smarter, leaner, better. We move fast, but mindfully - we recognise the need to balance speed and care to get things done to the standard our agency pedigree expects.
Concerned with our impact and conscious of our limitations, we aim to educate - but want to give our people and partners space to contribute, learn and become drivers themselves.
Entrepreneurs by nature, we are driven by the need to deconstruct frustrating, outdated experiences and processes. We build in the open, we hate rulebooks and jargon, and we love anything that can make us work smarter, leaner, better. We move fast, but mindfully - we recognise the need to balance speed and care to get things done to the standard our agency pedigree expects.
Concerned with our impact and conscious of our limitations, we aim to educate - but want to give our people and partners space to contribute, learn and become drivers themselves.
Our Vision for PR: More data, deeper conversations, better storytelling, impact sales
We are the tissue layer connecting companies with their audiences. We want to create a new protocol for communications, one that closely ties to sales and combines people, data, software and AI in transparent workflows. We exist to force change upon an industry that has lacked innovation for decades.
We are the tissue layer connecting companies with their audiences. We want to create a new protocol for communications, one that closely ties to sales and combines people, data, software and AI in transparent workflows. We exist to force change upon an industry that has lacked innovation for decades.
We are the tissue layer connecting companies with their audiences. We want to create a new protocol for communications, one that closely ties to sales and combines people, data, software and AI in transparent workflows. We exist to force change upon an industry that has lacked innovation for decades.
