We’re RCP — one of the UK’s leading independent creative agencies.
And we’re on a mission to put the love back into advertising.

Because we still believe in advertising — in its ability to make people feel, think, act, and care. While others say “advertising is dead,” we know it’s never been more alive, or more needed.

But let’s be honest: too much advertising doesn’t work. It’s ignored, unseen, forgotten. Money and opportunity lost.

That’s the space we live for — the space between everything and nothing. And when you love something, you care deeply about it. You study it. Obsess over it. You push it further. You don’t rest until it moves people and makes a difference.

That’s what we do at RCP.
We love advertising enough to make it matter again.

RCP is the strategic creative agency within Not Normal Group, a rebranded and restructured group designed to solve a modern problem facing brands: fragmentation. Instead of bolting together disconnected specialists, Not Normal Group brings together expert agencies that are each built for collaboration, not bought for scale, and 100% independent, fully integrated.

Within that ecosystem:

• RCP leads brand strategy and big creative thinking

• All Things delivers quality content production at speed and scale

• Unfinished handles media planning and buying

• Committed leads PR and earned storytelling

• For Real delivers global brand design

All under one roof. One team. One integrated way of working.

RCP

What unites everything RCP does is a deep love for the craft of advertising and an obsession with understanding, not just audiences, but businesses, cultures and contexts. The agency’s approach is built around four fundamentals the world’s most effective advertising shares: attention, emotion, cognition and action. In practice, that means work that earns attention, makes people feel something, lands a message clearly and drives meaningful behaviour.

RCP’s values (Relentlessness, Creativity and People) aren’t words on a wall. They show up in how the agency works, who it hires and how it partners with clients. The team fights for ideas they believe in, invests time in understanding client challenges as if they were their own, and places as much importance on how the work gets made as the work itself.

That people-first philosophy has resulted in unusually long client relationships, low staff churn (100% staff retention in 2025 and average tenure that's double the industry average at ~6 years), and work that delivers real commercial impact. From growing Old Spice UK sales by double digits, to launching BetMGM into the UK market, to building long-running creative platforms that last a decade or more.

Ultimately, RCP works best with brands that believe in the power of advertising, have an appetite for change, and are looking for a proper partnership, not just an agency. Because for RCP, great work doesn’t come from doing everything. It comes from understanding everything, caring deeply, and making work worth loving.