About MVPR

Our founder Tom Lawrence and Camille Oster met while working at Edelman, the world's largest PR agency. Camille was a Director in Edelman's UK technology team while Tom headed up the Berlin office's scaleup practice. They both led regional departments called Edelman Emerge - Edelman's answer to delivering lean communications for scaling companies like Exscientia, What3Words and Airbnb.

Edelman Emerge was a proving ground for young talent, created by Simon Chan (now Head of Technology at Edelman APAC) and Justin Westcott (now Global Chair Technology and EMEA COO). Their vision: a department built to work with the same values as scaling companies, helping clients become famous and funded. Emerge teams were lean, scrappy and results-obsessed.

Delivering PR to scaleups meant creating new methods that prioritised efficiency. Emerge teams productised traditional retainer models, turned strategic work into playbooks, and tore up the script for how account teams were resourced. It worked - but eventually the efficiency gains from people and process changes alone hit a ceiling.

For Tom, there was only one answer: build technology to support the team. He left Edelman and founded MVPR - a PR agency that would build its own software. MVPR went on to become one of the industry's leading software and AI-enabled practices, hiring machine learning PhDs and data scientists to improve how the team delivered PR services.

In the summer of 2021, Tom met Ben Heath. At the time, Ben was one of the UK's top 10 men's lifestyle influencers, but his grounding had been years working in financial PR for listed companies. In September that year, MVPR welcomed its first PR team member. In January 2023, Camille Oster joined them.

Towards the end of 2025, MVPR began licensing its software to in-house communications teams and PR agencies - extending the same AI-powered tools the team had built for itself to the wider industry.

Entrepreneurs by nature, we deconstruct frustrating, outdated processes. We build in the open, we hate jargon, and we love anything that makes us work smarter. We move fast, but mindfully - balancing speed and care to the standard our agency pedigree expects.

Conscious of our impact and our limitations, we aim to educate. We give our people and partners space to contribute, learn and become drivers themselves.

We are the tissue layer connecting companies with their audiences. We want to create a new protocol for communications - one that ties closely to sales and combines people, data, software and AI in transparent workflows.

We exist to force change upon an industry that has lacked innovation for decades.