UK Agencies Turn to Staged Succession Plans Amid Market Pressure

A UK public relations agency has made a significant leadership change just as it hits a milestone birthday. Cartwright, based in Nottingham with offices in London and Birmingham, has appointed Annie Brafield and Rose Hayes as joint managing directors. Founder Liz Cartwright is stepping into a newly defined founder role.

The move shifts day-to-day operations entirely to Brafield and Hayes. It is a deliberate handover, not a sudden one.

Three Years in the Making

This promotion did not happen overnight. Brafield and Hayes became shareholders in the business in 2023. They spent the intervening years building their influence as directors before this formal elevation in May 2026.

"Brafield and Hayes have focused on business growth as directors, and this change in structure acknowledges the roles they have both played in Cartwright's success," said Liz Cartwright. "Cartwright achieved a record-breaking turnover this year and a series of new client wins. There is much to celebrate as the agency reaches 20 years of trading this summer."

Rather than bringing in an outside hire or selling to a larger group, Cartwright built its succession from the inside. The equity director appointment in 2023 was step one. The joint-MD elevation is step two.

A Deliberate Split of Responsibilities

The two new managing directors are not sharing a single job. They are dividing it deliberately.

Brafield's focus is people and culture. Her goal is to protect the values and working environment that have defined the agency over two decades. Hayes takes ownership of commercial growth and new business.

"Cartwright has always been built on brilliant people, strong relationships and wholehearted support for our clients and for each other," said Brafield. "Our people are what make this agency special, and they will be central to everything we do next."

Hayes added: "As I take on an even stronger focus on the commercial growth of the business, while Annie remains dedicated to people and culture, both the team and clients will feel the benefit of that ambition."

This functional split answers a common founder dilemma. Growing agencies often struggle when a single successor must be equally strong on culture and on revenue. Dividing those responsibilities between two trusted leaders reduces that risk considerably.

Beyond the Top-Line Titles

The restructure goes deeper than two headline appointments. Mandeep Bhaur joins as head of new business. Peter Mumford takes on an innovation lead brief alongside his existing account manager role. The whole leadership layer is being refreshed at once.

Cartwright now has 40 employees across three offices. The agency serves clients including international vision brand ZEISS, procurement framework agent Pagabo, wool bedding specialist Woolroom and sustainability consultancy SLR Consulting. It posted record-breaking turnover in 2025 and took the UK Agency of the Year title at the 2025 Construction Marketing Awards.

What This Pattern Signals

Cartwright is not the only UK independent making this kind of move. LMC restructured in January 2026, with Dan Gerrella stepping up as managing director while founder Liz Male MBE became executive chair. Greenhouse Communications became fully employee-owned in July 2025. PRWeek's 2026 UK Top 150 found that 2025 was a difficult year for many consultancies. Agencies choosing to invest in leadership structure during a tough market are making a deliberate long-term bet.

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Mission MediaMission Media

Liz Cartwright retains the founder title rather than moving into an undefined advisory position. The succession was staged over three years, with equity transfer preceding the formal MD elevation. That sequencing distinguishes the Cartwright model from faster, less structured handovers.