I believe the work needed today has to come from outside current systems and processes. The overlooked, the obsessive, the personal passions; these are the projects that deserve attention.
I called this Agency PSG rather than my own name because it was never meant to a solo practice. In time, I want it to grow into a genuine network and collective, connecting creatives, thinkers, and makers across generations and disciplines. The name is a statement of intent as much as a description of where things stand today.
This is the ‘other’ agency. I believe in the power of creative thinking to transform culture for the better, and I hold a responsibility to use that belief for something more than output.
The ‘other’ is where culture begins.
I believe the work needed today has to come from outside current systems and processes. The overlooked, the obsessive, the personal passions; these are the projects that deserve attention.
I called this Agency PSG rather than my own name because it was never meant to a solo practice. In time, I want it to grow into a genuine network and collective, connecting creatives, thinkers, and makers across generations and disciplines. The name is a statement of intent as much as a description of where things stand today.
This is the ‘other’ agency. I believe in the power of creative thinking to transform culture for the better, and I hold a responsibility to use that belief for something more than output.
Agency PSG is my personal practice. I'm a strategist and cultural thinker with nearly a decade of experience across fashion, media, and emerging technology. My work spans cultural strategy and insights, events, community building, and brand strategy for both global companies and ambitious independents.
I'm part of Generation Z, a generation that entered the workforce during crisis and change, shaped by acceleration, global uncertainty, and technological upheaval. I've watched culture become risk-averse and over-processed, and I've seen how younger voices get shut out of shaping what comes next. That proximity isn't incidental to how I work, it's central to it. I understand today’s systems because I grew up inside them, and I'm using that understanding to help change them.
My approach combines a deep understanding of cultural systems with formal training in strategy, creative direction, and future-thinking. I bring rigour and instinct together, alongside a genuine commitment to community and collaboration.
Parker Gibson
parker@agencypsg.com
Who I’ve worked with :
Selfridges, Depop, H&M, British Fashion Council, Wyld Sauna, TrendWorks, Snapchat, Clifford Chance, Mischcon De Reya, CitiBank, Kering Group, Conde Nast, Oakley, New Murabba, Institute of Digital Fashion, Burberry, HSBC, Salomon, Allianz, McLaren, Samsung, Unilever, Santander, Great British Railways.
Wyld Sauna — Building Community for the UK’s First Floating Sauna
Wyld Sauna was a dream project: a bold idea rooted in community and cultural relevance. We oversaw global PR efforts and community activations, joining only six weeks before launch to develop the full marketing, communications, and operational strategy for the sauna’s launch.
Through an integrated approach covering brand positioning, PR, UX design, and launch events, we helped deliver a fully sold-out opening week within 48 hours and sustained 150 daily visitors post-launch. With our support Wyld’s social growth reached 1,000+ new followers per week, with content hitting 2.7 million views.
Press Coverage: British Vogue, Wallpaper, The Telegraph, The Guardian, The Times, TimeOut
Key Strengths: Operational strategy, event production, community building, press relations, and cultural positioning.
Case Studies :
Institute of Digital Fashion — Cultural Strategy at Scale
As Lead Strategist at the Institute of Digital Fashion, I shaped strategy across global campaigns and institutional collaborations at the intersection of fashion and emerging technology.
My work at IoDF combined cultural foresight and client based work with communications strategy, securing coverage across leading publications and supporting the agency’s reputation for pioneering world-first projects and thought-leadership.
Press Coverage: Vogue Business, DAZED, WWD, Vogue Italia, I-D, BoF, Forbes, ShowStudio
Key Strengths: Strategic leadership, emerging technology integration, cultural foresight, and brand storytelling.
TrendWorks — Future Thinking for a Leading British Airline
In collaboration with TrendWorks, I developed an insight-led cultural and design trend report ahead of a major British airline’s rebrand and new fleet launch.
The work layered aesthetic forecasting with behavioural insight, translating design trend analysis into a strategic direction for passenger experience and brand identity.
Key Strengths: Visual research, design foresight, trend analysis, and applied cultural intelligence.
New Murabba, Riyadh — Defining the Future of Retail in Riyadh
Commissioned to explore the future of retail and VIP experience inside New Murabba, one of the world's most ambitious new urban districts, we developed blue-sky strategy proposals combining AI, data personalisation, and immersive technology.
The brief was to push beyond convention while remaining actionable. The work mapped a credible, forward-facing vision of luxury experience for one of the most significant development projects of the decade.
Key Strengths: Innovation strategy, future foresight, and luxury experience design.
Building a Creative Network :
I want to work with a growing community of creatives, strategists, communicators, and image-makers who share my belief in collaboration and progress. Together, we can champion emerging voices redefining creativity with empathy, intelligence, and intent.
Interested in joining the network? Get in touch and share about your skills and ambitions to see how we can collaborate.