This is the latest in our Birthday series: Manifest is 15 years old!

Manifest has offices in the US (New York and LA), London, Australia and Sweden. The total group fee income is £8m. Interestingly £4 of that is now in the US, £3 in the UK and £1m divided between Sweden and Australia.

On this week’s show Alex reflects on 15 years on Manifest.

Before we start, the big news is that the PRmoment Awards 2025 are open.

All the categories, the updated entry form and the 2025 entry pack can be viewed on the awards microsite.

Also, thanks so much to the PRmoment Podcast sponsors the PRCA.

Here’s a summary of what Alex and PRmoment founder Ben Smith discuss:

4 mins Alex divides the 15 years since he founded Manifest into 5 year segments.

“When we started we didn't have any clients, didn’t know how to run an agency, no board experience.”

“Brewdog was a star in the ascendance like no other in those first few years we worked with them. That then attracted big brands quite quickly. Everyone was asking how did you do that: The answer was ‘by having more influence that you give your agencies generally.’”

“In the early 5 years, one thing that was difficult was there was pressure of recruiting people and being responsible for their jobs.”

14.30 mins “We (Manifest) have changed the PR industry in lots of ways.”

16.30 mins Alex talks us through years 6 to 10 years of Manifest.

“One of the biggest transitions for me personality, was from founder creative to founder CEO. I’m not sure I’ve ever finished that transition.”

“Not many people are playing the long game, not in agency land anyway.”

23.30 mins How did Manifest’s mix of clients change in the 6-10 year phase compared to the 1-5 year stage?

“After 10 years we were around £5m…the number of people was the big difference.”

27 mins Alex on the last 5 years in Manifest, which includes the toughest part of Manifest's story.

“In the UK, our home market, economics have been a challenge. Brands have temporarily pulled back from looking at things holistically.”

“There’s a quiet confidence in the PR industry at the moment. But no-one is getting cocky.”

31 mins Alex on why Manifest’s US bridgehead has worked. The US is now Manifest’s biggest market.

“We were able to look at the differences between the different markets and make them work for us.”

34 mins What offends Alex more, Manifest being called a consumer PR firm or an advertising firm?

36 mins Was 2022/23 Alex’s toughest time in business? What happened? And how did Manifest get back on track?

40 mins What are the most important skill types within Manifest now?

“I remember once being called an expert generalist.”

“You need specialist skills and generalist interest.”

42 mins Who have been the most important people in the Manifest story along the way?