It’s not easy hiring the right PR agency.

There are thousands to choose from.

But few who give clients what they need.

Some are strategic, but lack creativity.

Others have ideas, but lack the
thinking to do them justice.

Most are obsessed with their own
structures or financial targets.

Not enough are obsessed with
their clients’ businesses.

And hardly any set the bar high enough.

It’s just as difficult to find the
right agency to work for.

Too many put profit ahead of
staff development.

And don’t value their people enough
to teach and improve them.

So people end up moving on
to the next agency.

Where the same thing tends to happen.

We’ve created a new kind of agency pdf_icon .

An agency that is creative and strategic.

An agency that is independent and
puts its clients first.

An agency that finds the best talent
and makes them even better.

An agency whose work pdf_icon gets noticed,
solves a problem and passes into
popular culture.

An agency that sets the highest
standards in the industry.

Welcome to THE ACADEMY

Our Offering

  • Intelligent
    Thinking

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  • Applied
    Creativity

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  • Quality
    Production

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  • Connected
    to the Right
    People

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Our People

  • Mitchell Kaye

    CEO

    Mitch began his career at
    BSkyB
    before
    becoming
    Shine’s fifth
    employee in
    1999.
    In 2006 he set up

    Mischief, which became

    the youngest
    winner of
    PRWeek, PRCA and


    Marketing’s Agency of
    the Year awards.

    He led
    Mischief into Engine group

    before
    creating The
    Academy in April
    2014.
    Two
    years later he went full

    circle when
    The Academy
    merged with
    Shine to form

    The Academy Group.

    Outside of work and family
    life,
    Mitch is
    fanatical about
    football and
    can often be

    found watching and

    thinking about it.

  • Daniel Glover

    Creative Director

    Dan is one of the most
    respected
    figures in
    the
    industry having won every

    major
    creative award
    including 12 Gold
    PRWeek

    Awards. He was previously

    Creative
    Chairman at
    Mischief and
    Executive

    Creative Director at Engine

    working across
    the group’s
    advertising,
    PR, experiential,

    digital and social media

    agencies. Before
    Mischief he
    worked at
    Cow PR and had a

    spell in South Africa
    where he
    helped set
    up the experiential

    agency Cow Africa.

    Beyond his family, Dan’s
    favourite
    topics are
    art,
    design and reading

    advertising books.

  • Rachel Bell

    Chairman

    Rachel founded Shine in 1998
    with a vision
    of
    building an
    agency where everyone was


    encouraged to do just that.
    Shine won over
    100 business
    and industry awards

    including
    The Sunday Times
    Best Small
    Companies to

    Work For. She is passionate

    about
    entrepreneurship
    and people
    development;

    qualities that have led her

    to co-found six
    award
    winning agencies.
    In 2016,
    Rachel led
    Shine into a new
    era
    when it merged with
    The
    Academy,
    becoming
    Chairman in the process.

    Outside of work she can be
    found
    prowling
    around her
    veg patch
    with her family.