A new independent, boutique creative and digital marketing agency, Salt Mule, has launched in Cheshire with a clear mission: to “grow purpose-led brands by pairing performance marketing with measurable social value.”
Founded by former Saatchi account manager Abby Wasik, a seasoned agency leader with a career
spanning creative and digital, global network agencies and independent shops, Salt Mule is built for businesses that want commercial growth “without losing sight of the impact they want to have on the world.”
The agency offers a full spread of services across creative, SEO, paid media, web development and conversion rate optimisation (CRO), and works with clients across the UK. What sets it apart is how it measures success – alongside commercial KPIs, Salt Mule agrees clear social-value outcomes with every client, so growth and purpose are tracked side by side.
“I’ve spent my whole career in agencies, leading large teams, working on global, award-winning campaigns, optimising delivery and sitting on the board for nearly half a decade,” said founder Wasik. “I felt it was time to build a shop entirely committed to purpose-led work and better creative, without compromising on strong commercial performance. Making a difference doesn’t happen in a vacuum – it needs funding. We help responsible brands grow their revenue so they can put more into their mission.”
Salt Mule’s approach is built on five core pillars: Impact Discovery, Human-First Creativity, Purposeful Performance, Social Value Measurement and Ethics. The agency takes a deliberate stance on AI, advocating for fair, controlled and strategically aligned use, and bakes accessibility and authentic communication into its process from the outset.
Early client work includes a growth strategy and creative toolkit for People, Planet, Pint, the sustainability-focused meet-up community, aimed at increasing local sign-ups and scaling its network nationally.
“Salt Mule completely understood our mission to drive real, sustainable change across the UK,” said Adam Bastock, Founder of People, Planet, Pint and Small 99.
“Their toolkit offers insightful concepts and messaging and new ways for us to reach our local audience via organic and paid channels, all while considering practical and commercial constraints. We look forward to continuing our partnership with them.”
As a start-up, Salt Mule has already set its sights on B-Corp certification within its first year, drawing on the team’s first-hand experience working inside certified businesses, and operates under its own sustainable operating policy.
