• B2B — corporate, commercial, trade, specialist
• B2C — brand appeal, attitudes, education
• Intelligent ideas and creative brand building strategies
• Integrated Communications
  • Creative collateral
  • Digital Events
  • Influencer and celebrity networks
  • Market insights
  • Media outreach
  • Project management
• Regulatory counsel and support
• Commercial/retailer relations including account management
• Issues and crisis management

What Our Clients Say

'I have worked with Gillian Waddell, MD of Fuel, over a 25 year period on both global B2B and UK B2C campaigns within the tea industry. She is a very positive person with a great team. Gillian is very professional, very hard working and great company. I am very pleased to write this review and recommend her.' 

- March 2019

'I have worked with Gillian Waddell, Fuel MD, over a 20 year period on many different FMCG PR projects. The company is inspiring, full of energy, creativity and a sense of common purpose (and fun!). A real understanding of how to create cut-through stories that excite media owners- a great, great outfit.'

- March 2019 

'I have worked with fuel for last 15 years, they are an absolutely brilliant company, innovative in their thinking, they will constructively challenge, to make sure campaigns can deliver to the highest standards, always running operations in an impeccable manner. 

The most satisfying element is that they will run a campaign as if they owned the company and the brand, so a real sense of belonging and responsibility with all activities and spend. It is definitely a case of constantly over delivering to a very high standard' 

- October 2018

‘Fuel PR is an extremely impressive and highly professional operation which I have had the benefit of as a client for over a decade, during which Gilly and her team led campaigns that helped build the theatrical production company I co-founded, Back End, from the small stage where we started, all the way to the West End - and even most recently to the Theatre Royal, Drury Lane.

I was particularly impressed with the creativity at the centre of the team, matched with careful management control and laser-like focus on the main objective. Echoing many other reviews here I see, they are great work with as well and I am delighted to be giving Fuel a top recommendation. If you aren't seeing them in your review of the market you should be’

Gavin McNicoll, Backend Productions - October 2018 

 ‘I am very pleased to have known Gillian for over 30 years and have enjoyed a long and happy association with her and her truly efficient and professional team at Fuel PR. Their approach is creative, positive and proactive. In working with them on design, branding and marketing projects both large and small, we have built a highly regarded business relationship’

 Michael Lopategui, Creative Director, Design Effect - October 2018

'Thank you for all the support you have given to both me and Magnitone over the years. You have been instrumental to the success we have had and the success we will have on the brand in the future. You have supported us through the good and the bad and I cannot thank you enough for that support’

David Randall, Founder of Magnitone - October 2018 

'The Fuel team are extremely professional in their approach and their strategies always manifest into high quality results. They are excellent storytellers, and it seems everything they touch turns to gold! Quick, reliable, friendly, creative and knowledgeable of the media landscape, working with Fuel is always a pleasure and I would highly recommend them' 

Sonal Paatel, COO - BLOCWORX - October 2018

 ‘As the European distributor of a major US food supplements brand we asked Fuel PR to assess the UK market potential for us, in particular focusing on the current regulatory regime and what would be required for our brand client's products to be compliant. Fuel's experience and understanding of the sector and its market dynamics, as well as their regulatory team's in-depth knowledge of compliance issues for non-EU origin food supplement products contributed greatly to the successful launch in the UK. Very responsive team and great to work with. Highly recommended’

 Julian Hope, Strategic Marketing - Commercial Manager for US Supplementary Company  - September 2017

'Gillian is a great professional to work with, enthusiastic, passionate !! Above all, she is a fantastic leader driving her team with high energy. She has a strong focus on satisfying her customers and delivering results above expectations. Thanks to Fuel, we have built strong PR plans with consumer outreach above KPIs. A special note on Fuel's outstanding ability to find ways to get product awards ! I have enjoyed my collaboration with Gillian, her great creative and out of the box thinking within well defined strategic framework. Definitively recommend Fuel as a strategic PR partner !'

Emmanuel Mercier, Chief Marketing Officer - Global Business Unit Construction & Consumers at Bostik - September 2016 

‘Great stuff in branding and building USN’s profile over the last five years. All these publications and newspapers are consistently giving us huge mileage with our trade customers and are driving consumers to buy our products. The USN brand is growing from strength to strength and Fuel’s impact contributes to our commercial success’

 James Oakley Managing Director, USN - March 2016

'I have had the absolute pleasure of working with Gilly and Fuel PR on many occasions since 1999, where she worked as the sole agency for Sainsbury's Novon and Robert McBride. I can say without hesitation that both she and Fuel are dynamic, creative, energetic and most importantly results driven; providing amazing coverage and heightened awareness of our brand. I can wholeheartedly recommend both Gilly and Fuel - she is one of a kind who is totally dedicated to your business and cares about the quality of work and success she delivers'

Carrie Mannering, Category Product Development Manager, Sainsbury's / Robert McBride - May 2010

'From the very first day, Gillian Waddell and her team were relentless in developing and implementing each brand’s strategy with creativity and enthusiasm. These brands continue to be leaders in their market segments today. This drive and determination has continued from the inception of Fuel and since this time I have continued to work with Gilly and her teams on a number of projects and brands'

Kevan Gill, Marketing Director, Tax Calc - May 2010 

‘As a current client representing a new venture capital backed company and a past client running one of the leading global companies in Healthcare, I am most pleased to endorse Fuel’s credentials. The team can manage successfully Pan European projects or on the wider Global platform. What is key for a client is speed, insights into the issue, with a new perspective and successful execution of agreed strategies. This is what Fuel can deliver.  In addition the team bring great experience and specific competencies but with youthful energy and passion' 

Godfrey Axten, CEO Gamma Medical - April 2010 

'Gillian Waddell is a highly effective and personable leader at the top of her profession. She has a great team and provides a superb service with all members of her staff showing huge dedication all delivered with massive empathy and a smile'

Stuart Greenfield, Marketing Director, Greenfield Strategic Marketing Consultants - March 2010

'I have always found the team at Fuel to be dedicated and passionate about our business. They have a flexible approach with input at all levels and as a client I value having access to the whole team. Fuel has a network of contacts in the industry which has proven invaluable. They are particularly conscientious at reviewing progress and efficiency of campaigns and meeting KPIs for key messages and coverage targets and quantity. I have no hesitation in recommending Fuel…'

Louise Bathersby, Marketing and Investor Relations Director, Assura Group - March 2010

'I have worked with Fuel for many years and always found the team to be efficient and helpful'

Trish Lesslie, Beauty Editor Prima - January 2011

'Gillian is a powerhouse PR lady and I would highly recommend her to potential clients . She helped establish the Homedics brand in the UK with creative PR content that stood out and gained awareness and traction for the brand'

Simon Bluring , MD & VP EMEA, HoMedics - July 2010