ZEAL adds Retail and Shopper PR to its FMCG Activation Offer with Launch of Joe Public

Feb. 17, 2026

Fast-growing brand activation agency ZEAL has launched retail and shopper PR agency Joe Public, as it accelerates its strategy to build specialist influence across brand, culture and retail for FMCG clients.

Just weeks after its acquisition of social-first studio Tommy, ZEAL is strengthening its offer at the point where brand choice is made – in retail, at the digital shelf and in real-world moments.

After three consecutive years of 30% year-on-year growth, the move marks the next phase of ZEAL’s evolution, as the group moves beyond activation alone and into influence-led communications that connect brand, shopper and retail execution.

Joe Public is led by Ruth Kieran, who joins as CEO and co-founder, bringing more than 25 years’ experience across the UK and APAC. She was most recently part of the leadership team that led the sale of Cirkle to Accordience Group in 2022, having helped build it into one of the UK’s leading food and retail communications agencies. Kieran has also held senior roles at Kindred, Lexis and Next15 agency, Archetype.

She is joined by Amy Searle, who becomes co-founder and managing director, responsible for driving growth and client partnerships. Searle, who was previously managing director - B2B at Cirkle, brings more than 16 years’ experience across agency, in-house and trade body roles, with a background spanning PR, marketing and sales. She has led award-winning campaigns for brands including Diageo, Birds Eye, Ferrero, PepsiCo and Premier Foods.

Rob White, co-founder of ZEAL, said:

“We’re building a high-performing ecosystem of specialist agencies, not a one-size-fits-all network. For FMCG brands, influence no longer lives in one channel – it’s shaped by culture, retail and real-world experience. Joe Public brings deep retail and shopper PR expertise into the group and reflects our strategy of backing category-defining talent.”

 

Stewart Hilton, co-founder of ZEAL, added:

“The acquisition of Tommy was about strengthening our social-first and brand marketing capabilities. Joe Public is the natural next step, adding specialist retail and shopper influence where brand decisions are actually made.Our clients have asked us repeatedly whether we offer PR services, particularly shopper and retail PR that integrates properly with execution and activation. That signalled a clear appetite in the market. Joe Public answers that demand by embedding PR at the point of choice, not bolting it on as an afterthought. After three consecutive years of significant growth and a run of major new client wins, there’s real momentum and excitement across the business. We’re investing from a position of strength, and Joe Public reflects both the confidence and the ambition driving our next phase of growth.”

 

Joe Public launches with a live client pipeline across FMCG, retail and challenger brands and plans to grow the team over the next 12 months, with initial hires already underway.

Ruth Kieran said:

“We want to work where influence happens – in the aisle, at the digital shelf and in everyday life. The name is no accident. Our approach is deliberately plain-speaking. We exist to represent the people making real choices under real pressure, from retail buyers to everyday shoppers.”