Marketing agency Hussel has secured backing from the Northern Powerhouse Investment Fund II to launch what it describes as a first-of-its-kind Mobile Disruption Unit – a customised vehicle built for experiential campaigns, live events and brand activations.
The investment comes via NPIF II – GC Business Finance & River Capital Smaller Loans, managed by the consortium as part of the wider £660m Northern Powerhouse Investment Fund II programme.
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Hussel was founded by Lewis Ellis in the aftermath of the pandemic, after losing both his job and plans to launch a travel company. With no access to furlough and limited financial support, he leaned on years of digital freelancing experience to offer web design, SEO and marketing services. What began as a stopgap quickly grew, and by 2022 he set out to build “the UK’s most disruptive creative agency”, promising never to pitch the same idea twice.
The new NPIF II support has enabled Hussel to acquire and convert a Hummer H2 into a branded multi-purpose marketing vehicle. The ‘Mobile Disruption Unit’ includes a DJ booth, digital screens and space for live product demonstrations, designed to serve as a mobile hub for events, festivals, city-centre activations and on-the-road campaigns.
Hussel is already taking bookings, with further brand partnerships expected. The agency is also creating flexible project-based jobs as it scales, bringing in creatives, technicians and event staff on demand. National brands have already expressed interest, adding to a client list that includes TGI Fridays, Cats Protection and Revolution Bars.
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Ellis said: “This whole journey started because I had to survive. I lost all work when Covid hit, and no one was hiring. I wasn’t eligible for furlough or support, so I started doing what I knew best, building websites and running campaigns. But I always wanted to be known for doing something different.
“Hussel is built around that idea – it’s not just another agency. We don’t copy and paste, we don’t recycle ideas. We bring energy, personality, and a bit of madness to everything we do. The Mobile Disruption Unit is the epitome of exactly that, and I’m grateful to GC Business Finance for the NPIF II funding to make it a reality.”
Alison Darkes, Investment Manager at GC Business Finance, added: “Lewis’ story is a brilliant example of resilience. He took a really tough situation and turned it into something powerful and fun. The Mobile Disruption Unit is such a creative idea, and I’m excited to see how brands use it to connect with their audiences. We’re proud to support founders like Lewis who bring a fresh energy and new ideas.”
Sue Barnard, Senior Investment Manager at the British Business Bank, said: “It’s great to see a Northern business using NPIF II funding to support it through the next stage of its growth. Marketing is an industry that is constantly evolving, especially as businesses look for new and fresh ways to interact with audiences and support the growth of their business. This round of funding will help Hussel create jobs and increase its revenue, which is a key goal of NPIF II.”
NPIF II provides loans from £25k to £2m and equity investment up to £5m for SMEs across the North, aimed at driving sustainable economic growth, supporting innovation and widening access to early-stage finance.
