Progressive Corporate Comms Buyer

In-house Head of Comms / Brand at a values-led mid-market business who needs an agency that gets strategy AND ships.

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Demographics

32-48, in-house at a GBP 20m-500m turnover business, often founder-led or VC-backed

Psychographics

Strategy is the price of entry. Execution and pace are the differentiator. Allergic to agency theatre.

Media consumption

PRWeek, Marketing Week, The Drum, LinkedIn (active), Campaign, niche Slack communities.

Values & drivers

Outcomes over outputs, agency that punches above its weight, partners who push back.

Pain points

Big-agency layering. Junior staff on calls. Slides instead of work.

Decision triggers

A piece of work they admired. A direct intro from a peer. An idea that surprised them in the pitch.

Content preferences

Case studies with numbers, founder/director on the call, opinionated POV content, behind-the-work content.

Trust signals

Named results, journalist relationships visible, repeat clients, work that's been talked about.

In their words

"Show me work, not slides."

"Who will actually be on my account?"

"I want a partner, not a vendor."

Sources this audience listens to

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Tagged to brands

Chapter Communications

primary

Chapter's positioning as strategy-led, not output-led, speaks directly to what this persona is hungry for. They've likely outgrown a previous agency relationship and are actively looking for a more intellectually rigorous partner. Chapter should show, not tell — demonstrating strategic thinking through its own content before the pitch ever happens.

Cross-brand synthesis

What’s true about this audience across every brand using it

Available once this persona is tagged to 3+ brands

Signals shaping this persona

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