Why angelfysh?2020-02-26T17:45:25+01:00


The fastest way to get to know us is to read A.STORIES. It shows how we think.

However, meeting face-to-face is best so please get in touch and we can explore making that happen.


It’s easier to trust someone that’s been where you’re going. That’s why we’ve built a team that has led brands from the front.


So much of our thinking is informed by the writing of Al Ries and Jack Trout. Additionally, we’ve worked in boardrooms of some of the world’s biggest brands.

This ‘Learning and Applying’ experience, layered with leading our own brands in the real world gives us confidence, freeing us to be super-creative for you.


We’re really well networked globally. Because we’ve been around longer. If we don’t know, we’ll know someone that does.


ANGELFYSH is small.

So no Account Managers and Project Managers to pay for. Communication is easier and faster too because you work directly with just one Team Member.

There are no pool tables and bean bags to pay for either. We meet in (good) coffee shops (Laneway – Central Newcastle, Flat Caps – for dog lovers,  Staiths – Gateshead side), our place in Newcastle City Centre, your place or we’ll Skype or Zoom.


Each ANGELFYSH Team Member looks after no more than 3 clients at a time. We like to focus.


Just like actual angelfish, we’re territorial. ANGELFYSH normally work with brands headquartered in the North of England or in Scotland.


We know what results matter and how to get them.


We’re heads first (1 to 3). Then hands (4).

  1. Objectives. Where you’re going. Goals. Milestones. What success looks like.
  2. Brand. What you want to be famous for. The best brand position and frameworks to achieve the Objectives set.
  3. Marketing. Where big, unique ideas are born and brought to life. How we’ll actually communicate, who with, when and why.
  4. Creative and Messaging. What your brand looks like and sounds like across every touch point.

It’s tempting to start at 4. Because the ‘Hands’ bit can be very exciting.

However, marketing without first understanding brand is at best sub-optimal and at worst horribly wasteful.

“If I had 8 hours to chop down a tree, I would spend 6 hours sharpening my axe.”
Abraham Lincoln.


There are a few buzzwords in business right now (2019). Disruption. Community. Authenticity. Ethics. Purpose. Belief.

We acknowledge them all, but we’re driven by just one. Purpose.

A brand that knows and communicates what it does is good. But only a brand that knows and communicates what it is for can ever be truly great. We will find and fix your purpose. Then build your brand and business around it.


We’ve worked alongside the North of England’s great Creatives and Communicators for over 20 years. We have learned from and stayed friends with as many of the key players as we can. Sometimes, they may be better for you than we are. Or we may collaborate. Or, when the time is right, signposting may be appropriate. Whenever this is our opinion, we tell you.

Those we respect and refer to include Astute.Work (formerly Sarah Hall Consulting), Dentsu Aegis NetworkGardiner Richardson, Drummond Central, MHWAltogether, Highground, Sail, Urban RiverAtum and more.