Not many people start an award-winning agency from a Welsh farm with no contacts, no safety net and no plan. But that is exactly what Cowshed founder Vicki Spencer-Francis did. Twelve years on, she now heads a 36-strong integrated creative communications agency and won CIPR’s Agency of the Year in 2025.  

But the journey to that success was anything but straightforward. In this episode of ‘PR in the Real World’, Tony sits down with Vicki to discuss what it takes to build an agency from scratch and why the hardest moments in Cowshed’s history helped shape its success. 

Build from lived experiences: A 38% uplift in fostering and adoption applications does not happen by accident. Cowshed’s campaign for the National Adoption Service was rooted in the words of a foster carer who said she felt she could make a difference, and from that single conversation, a whole campaign took shape. Those real, human insights are what Cowshed’s dedicated community engagement team helps uncover, gathering testimony throughout a campaign rather than just at the start.  

Work with purpose: Cowshed does not take on every client that comes along, and that is a deliberate choice. Vicki has always been clear that the agency only works with organisations they genuinely believe in, because that connection leads to the best work. When belief in a cause is real, the platform for creativity is much stronger. That principle has shaped every campaign Cowshed has ever worked on. 

Let the difficult moments drive you forward: When COVID hit, as many others experienced, business fell away and an uncomfortable truth emerged. No proper HR, no documented processes, and barely any contracts. It is the kind of thing most agency leaders keep private, but Vicki says it openly. What followed was tough, but it was also the making of Cowshed.

Policies, processes and ways of working were rebuilt from the ground up, and as Vicki explains, Cowshed would not have won Agency of the Year without going through those difficult times. 

Protect your entry-level talent: AI has a growing role to play at Cowshed, but as Vicki explains, not at the expense of the people coming through the door. The human insight that drives their best work comes from young professionals who are given the space and support to grow, and that is not something you can replicate with a tool. At a time when many agencies are quietly removing entry-level roles, Vicki is doing the opposite. 

Your team is your foundation: Building Cowshed has never been a solo effort. Finding people who believe in the vision has been at the forefront, and that shared sense of purpose is why some of her team have been with her for the full twelve years. For Vicki, that is not a coincidence. It comes from building something worth believing in and surrounding your business with people who share your passion and dedication. 

Vicki Spencer-Francis’s experience proves that the best agencies are not always built in the boardrooms. They are built from real experience, real communities and a willingness to start again when things get tough. 

To hear her story in full, listen to the episode on Spotify and Apple Podcasts, or watch it on YouTube. 

Listen to Vicki’s episode now!