2023 Best PR Agencies to Work For, North America

Best Agency to Work For is possibly the only predictive PRovoke Media award. Over the years, we’ve noticed a direct correlation between the agencies on this list and those that take home our biggest honor (often at some point in the future) — Agency of the Year recognition. That's because building a great workplace culture—diverse and inclusive, flexible enough to accommodate a continuum of home-office preferences, respectful of employees’ mental health—has never been more critical than it is today.

In 2022, the aftershocks of the pandemic continued to rumble through the industry as firms wrestled to balance the demand for flexible work schedules with the cultural cohesion that is perhaps easier to realize in a shared office space. While the “great resignation” and “quiet quitting” were perhaps overstated, there was a “great renegotiation” around what employers can reasonably expect from employees.

At the same time, diversity, equity and inclusion remained a critical issue. For the PR industry in particular, this is an existential challenge: to create communications campaigns that reach all citizens, agencies need to look more like all citizens; the same is true whether the audience is a diverse employee population, communities of color, or specific marginalized populations too long neglected.

Mental health compounded these challenges. There is a newfound understanding that mental health issues need to be accorded the same degree of respect and understanding that has long been expected in physical health terms. And there was perhaps the beginning of a new understanding the long hours and demanding clients that have long defined consultancy life might not be compatible with caring for employees’ well being.

If all of this sounds like managing a people-centric business like PR is getting increasingly complicated and challenging (and make no mistake, the value chain of communications consulting is clear: attract, develop and retain good people and they will bring in good clients, who will in turn deliver long-term growth and profitability) it is.

But the good news was there too: a mounting body of evidence that suggests a strong link between employee happiness and job performance. (As a result of this research, we tweaked out Best Consultancies to Work For survey questions to place greater emphasis on employee happiness rather than just satisfaction).

These five Best Agencies to Work For will be presented with their trophies at the 2023 North American SABRE Awards dinner, which takes place at Cipriani 42nd Street in New York on May 4. Tables and tickets are available now.

Best Large Agency to Work For (more than 400 employees)

Winner:

Finn Partners (Independent)

Backstory

Founded in 2011 when Peter Finn spun off from Ruder Finn into a standalone business, Finn Partners has expanded organically and via acquisition into one of the largest independents in the US. There’s a strong consumer practice, including deep domain expertise in fashion and beauty and travel and lifestyle marketing; a fast-growing global health capability capable of competing with the best specialist firms; a tech practice that was the stellar performer of 2021; and specialist offerings in the arts and in education.

Performance

In 2022, fee income for Finn globally hit $197 million (up by 21,5% over the previous year) with North America accounting for $167 million of that, and while there were acquisitions again last year—AHA, an integrated marketing firm with strong employee engagement credentials, sustainability consultancy the Winston Agency, food and wellness boutique Rachel Kay Agency —the vast majority of the growth was organic. Healthcare is now Finn’s largest practice, having recently overtaken technology, with the consumer an travel practice also growing impressively. There are big name clients in multiple sectors: health (Meharry Medical, LifePoint Health, Vanderbilt University Medical Center as well as numerous confidential pharma clients); technology (2K Games, AWS, Honeywell, Netscout); travel (Pure Michigan, Accor, Iceland); consumer (Little Caesers, Purina, TruEarth); and purpose (Christopher & Dana Reeve Foundation, Verizon, MADD).

Workplace Culture

In the 12 years since Finn’s founding, it has been guided by Peter Finn’s vision of creating “a world-class agency with a heart and a conscience,” which has been critical in helping Finn attract both talent and acquisition partners—and clients too no doubt. The vision is manifested in a culture that starts with principled leadership, and emphasizes partnership, passion, and positive impact. Last year saw the launch of the Finn 10 Club, recognizing those who have been with the agency for 10 years or more—an impressive indicator of the firm’s low turnover.

Diversity & Inclusion

Not surprisingly, Finn has been a leader in DEI, one of the first firms to release real data (26% of the current workforce is BIPOC, and 33.4% of new hires). The firm has launched a number HIP groups (hobbies, interests and passions) which aim to bring people together; offers for DEI scholarships; and partners with the Diversity Action Alliance and the Urban League, among others.

What Employees Say

The three words that best describe the culture at Finn are “collaborative,” “caring,” and “fair.” Asked to identify their favorite thing about the firm, the most common answer is “the people,” while several respondents city the fact that “Leadership truly believes and follows through on their mission/value of ‘people first.’" Adds another employee: “I love what it stands for, as a private business that works with products and people who are proud of who they are and what they can provide for others.” Asked about the worst aspects of working at Finn, the most common responses involve “compensation” and “the work load.”

The top five:

Finn Partners
Ketchum
Real Chemistry
Golin
APCO Worldwide

Best Midsize Agency to Work For (200-399 employees)