Meet an Indie Agency: Storythings

Storythings is a UK-based agency built for thoughtful, strategic, and format-driven storytelling—especially for B2B brands. Founded by Matt Locke after years at the BBC and Channel 4, the agency takes cues from media, not marketing, to create work that’s human, original, and sticky. Locke teamed up with Anjali Ramachandran and Hugh Garry, both former BBCers, to form a hybrid of strategy consultancy and production studio. “We obsess over formats and ideas,” said Garry. From payroll docs to culture-first podcasts, Storythings builds storytelling experiences that people actually want to consume. As Locke puts it, “We bring media craft to B2B.”

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What the Agency is Best Known For and Strengths

Locke started Storythings after launching a storytelling conference called “The Story.” He left Channel 4 and wanted to bring the energy of documentary, comedy, and journalism into the brand world. “I just hired a venue and curated the best storytellers across sectors,” he said.

Ramachandran said, “We make B2B content human—not zombie-like.” She added that too much content today is generic or AI-driven. Their work stands out by focusing on narrative structure, format innovation, and putting people at the heart of every story.

Strategy, storytelling, and format creation are their superpowers. “We learned a lot from public broadcasting,” said Garry. They use that knowledge to create original formats for video, podcasts, and editorial content—especially for complex, global B2B organizations.

Why Independence is Important

“Independence lets us build the right team for the client,” said Locke. Rather than having in-house staff they have to use, they assemble top-tier talent per project. “We work more like a TV production company than an agency.”

Why Brands Should Work with the Agency

Storythings has long-term partnerships with clients like ADP because they make high-quality, human storytelling at scale. “You don’t normally hear what payroll means to real people,” said Locke. “But that’s the kind of work we do—stories that resonate.”

Why Talent Should Consider the Agency

“We nurture people and give them space to do their best work,” said Ramachandran. Garry added they have a “prototyping culture,” encouraging creatives to experiment. From wrestling podcasts to DIY zines, “we let people play and flex their creativity,” he said.

Weirdos, Misfits, or Underdogs?

“Underdogs,” said Locke. “We’re not the biggest, but when people find us, they love us.” Garry compared them to Prefab Sprout: “We’re not the Smiths, but the fans who know us are obsessed.” They’re content nerds—and proud of it.

The Marketer and/or CMO They Want to Say Hello To

Locke picked hidden heroes: “I want to talk to the folks at NASDAQ and Xero. They’ve got incredible stories waiting to be told.” Ramachandran shouted out Raja Rajamannar (Mastercard) and Ariel Kelman (Salesforce). Garry added, “Any CMO who wants to do something different—we’re here.”

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