Published by Sue Johns-Chapman
Published Date 05.05.2026 
At Stick + Twist, culture has never been a side initiative.
It is the environment that shapes the quality of our thinking, the decisions we make, and the impact we deliver.
Because better environments create better strategy.
That is why being shortlisted for two categories at the UK Company Culture Awards 2026 means so much. It recognises not just what we do, but the conditions we have built to do it better.
We have been shortlisted for:
- Best Culture Transformation Initiative
- Leadership Award (Nick Baker, Founder)
For a business of our size, that recognition matters. Because it reflects something we fundamentally believe: commercial growth and cultural strength are inseparable.
Who we are
Stick + Twist is a strategy consultancy built to help organisations grow through better marketing decisions.
Founded in 2018, the business was created to address a clear problem. Too often, agencies and consultancies are built in ways that get in the way of the work. Too much process. Too many layers. And too little investment in the people delivering the thinking.
The result is predictable. Good strategists leave. And great strategy suffers.
We built Stick + Twist differently.
A model designed to elevate both the impact of marketing and the people behind it.
Today, we work with organisations including Lloyds Banking Group, Bupa and The AA, helping marketing functions become stronger drivers of business growth.
The work behind our nominations
Our shortlisted work centres on a simple idea: culture is not an initiative. It is the operating system behind performance.
As we evolved, we introduced a new operating model to deliver greater value. But structure alone does not unlock performance.
Performance comes from talented people working in the right conditions.
So we focused on building those conditions intentionally, aligning culture, capability and accountability to create an environment where better thinking can thrive.
What we changed
- From silos to shared ownership
We moved to a single team commercial model, creating collective accountability and removing barriers that slow down thinking. - From development to real investment
We increased investment in our people, allocating over £7,500 per person to training, development and coaching last year. - From process to clarity and focus
We removed distractions and layers so our team can focus on what matters most, improving the quality and impact of the work.
The culture that drives our performance
The changes we made are grounded in three core values:
Liberated
We remove unnecessary barriers so our people can focus, think clearly and challenge effectively.
Ambitious
We set a high bar because strategy should deliver measurable commercial impact.
United
We operate as one team, internally and with clients, aligned on outcomes.
These are standards that show up in how we work every day.
The impact we have created
We are recognised not for the volume of work we produce, but for the effectiveness of what we deliver.
Because the culture we build shows up in the results we achieve.
People
- Zero employee resignations since launch
- £7.7k average investment in development per person (2025)
- Stronger alignment and accountability
Business performance - 118% revenue growth (FY24 vs FY22)
- Profit margins increased from 16% to 23%
- Four out of four competitive pitches won
Client impact - 97% client recommendation score
- 100% retention across key long term clients
Why this recognition matters
Being shortlisted is an opportunity to reflect on what drives meaningful growth.
Not just strategy. Not just transformation. And not just culture. But the combination of all three.
Better thinking leads to better decisions. And better decisions drive growth. This recognition reflects a team that takes ownership of both how we work and the results we deliver.
