PR for Marketing and Advertising Agencies White-Label Partner Programme
Global Leader in Public Relations
Forbes
"Global PR agency recently crowned World’s Most Disruptive PR Agency in 2025
Fast Company
"Baden Bower’s Staggering 25,000 News Features Have Left Rivals Stunned"
Global Recognition Awards
"Baden Bower Is The Most Disruptive PR Agency"
Vanity Fair
"Baden Bower’s Secret Strategy To Get Leading AI Engines Like ChatGPT, Perplexity, And Claude To Optimize Its Clients’ AI Visibility"
L'Officiel
"Game Over” For Traditional PR As Baden Bower’s Explosive “Money Back” Guarantee Sends Shockwaves "
Rolling Stone Magazine
"Baden Bower leads in securing media coverage"
Baden Bower is a PR agency that works with marketing and advertising agencies two ways, as guaranteed Tier-1 press for the agency itself in Forbes, Bloomberg, Adweek, Fast Company, Business Insider, Vanity Fair, and 700+ other publications, and as a white-label partner programme that lets agencies resell PR to their own clients at 15-30% margin under their own brand. Founded in 2018 by AJ Ignacio, the agency has secured over 25,000 editorial placements for 3,548 clients across 37 countries, including dozens of partner agencies. Retail packages start at $1,950/month. Wholesale rates for partner agencies on application. Money-back guarantee.
Track A buys PR. Track B resells it.
Run one or both. Most partner agencies do both, their own press feeds the credibility needed to sell the white-label service, and the white-label revenue funds the Track A retainer.
Apply for the Audit →Agencies face two PR problems at once.
One is well known. The other quietly costs the agency entire accounts. Both have the same solution: press the agency either owns directly or resells under its own brand.
Every agency claims to be "strategic." Every agency has a case study deck. Every agency promises results-driven creative.
The marketing director picking a partner cannot tell from a sales call whether the agency is Wieden+Kennedy in disguise or three freelancers in a Slack. The only thing that cuts through is named press, a Forbes feature on the founder, a Bloomberg piece on the methodology, an Adweek profile of the most recent campaign.
The second problem is quieter. Existing clients keep asking for PR. The agency does not offer it. The client hires a separate PR firm. Within two quarters, the client talks to the PR firm more than to the agency. By the third quarter, the agency has lost the relationship to a service line it never wanted to deliver in-house.
What press coverage does for an agency
Six kinds of agency. One delivery engine.
Track A clients buy PR for themselves. Track B clients resell PR to their own clients under their own brand. Most partner agencies do both.
From application to first placement in 14 business days.
Two intake paths, buyer (Track A) and partner (Track B). Both run on the same editorial delivery engine. Both come with the same money-back guarantee.
Resell PR. Earn margin every month.
The maths is straightforward.
Hiring one mid-level PR practitioner costs $90,000 to $130,000 a year in fully loaded salary plus tooling. Five white-label retainers at 20% margin clear $36,000 a year with zero hiring risk and zero delivery overhead.
Most agencies resell first, then build in-house only if the service line crosses $50,000 a month in revenue. The partner programme is built for agencies that do not currently sell PR and want to add it, not to compete with or undercut existing PR providers.
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🏷Plugs a recurring service gapClients ask for PR. "We don't do that" sends them to a competitor. "Here's our PR division" keeps them, with no in-house hires.
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💰High-margin recurring revenueMost agency service lines are labour-intensive at scale. PR resold through Baden Bower is mostly pass-through margin. Compounds across the client base.
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🎯Raises perceived sophistication"We also handle PR" repositions the agency as a full-funnel partner, which typically supports higher retainers across every service line.
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🛡Defends the client relationshipWhen the agency owns the PR layer, no outside firm gets close enough to start steering campaign strategy. The agency stays at the centre.
The margin maths, worked out
Most agencies resell first, then build in-house only if the service line crosses $50,000/month in revenue.
Traditional PR retainer vs Baden Bower for agencies.
Most PR firms bill retainers regardless of outcome, which makes them hard to resell, the partner agency carries the delivery risk. Baden Bower's model removes that risk entirely.
Hard to resell, expensive to defend
Monthly retainers billed regardless of placements. No named publication commitment. The partner agency carries the delivery risk if coverage does not land. Quotes per-engagement, which slows down sales conversations.
- No guarantee of any specific publication
- Partner agency carries the delivery risk
- Per-engagement pricing slows down resale sales cycles
- Timelines measured in weeks or months per story
- No refund mechanism for missed coverage
Published prices, guaranteed delivery
Published prices, so partner agencies can quote with confidence. Money-back refund if work does not ship. 72-hour turnaround. White-label compliance built into delivery, no Baden Bower branding, no Baden Bower email addresses in client comms.
- Named publication confirmed in writing before payment
- Money-back refund if promised coverage does not publish
- Published pricing, quote with confidence on the first sales call
- 72-hour publication turnaround from approval
- Strict white-label compliance on every partner deliverable
Named publication, named date, or refund.
Every 12-month placement is contracted with a publication date. If we miss it, the agency does not pay. Same standard applies to white-label work.
- Named publication confirmed in writing before any payment
- Editorial-grade work, no advertorial, no sponsored label
- White-label compliance built into every partner deliverable
- Live within 72 hours of agency approval
- Money-back refund if we fail to deliver the agreed coverage
Agencies and partners working with Baden Bower.
Four ways an agency adds PR. Only one comes with a guarantee.
Hire in-house, refer out, run cold pitching internally, or resell Baden Bower under the agency's own brand. The maths only works one way.
| Approach | Baden Bower (resell) | In-house hire | Refer to PR firm | Cold pitch internally |
|---|---|---|---|---|
| Guaranteed Tier-1 placement | ✓ | ✗ | ✗ | ✗ |
| Money-back refund if work does not ship | ✓ | , | ✗ | , |
| Margin to the agency | 15-30% | Full revenue (after cost) | 0% (referral) | Variable |
| Delivery overhead | Zero | 1 FTE+ | Zero | 0.5 FTE+ |
| Annual cost to agency | Wholesale only | $90k-$130k | $0 | Internal time |
| Client relationship stays with agency | ✓ | ✓ | ✗ | ✓ |
| Turnaround under 14 business days | ✓ | Varies | ✗ | ✗ |
| Hit rate on Forbes / Bloomberg | Guaranteed | 3-8% | 2-5% | 1-3% |
| Scales without new hires | ✓ | ✗ | ✓ | ✗ |
Three retail packages. Wholesale rates on application.
Retail rates below are for agencies buying PR for themselves (Track A). Partner agencies (Track B) get wholesale rates meaningfully below list, typically marking up 15-30% on resale.
- Domain-authority Tier-1 outlets
- SEO + AI search optimised
- Business Insider, Yahoo Finance
- Cited by ChatGPT & Perplexity
- Money-back guarantee
- Forbes, Bloomberg, Adweek
- Fast Company, Vanity Fair
- For decks, sites, signatures
- Most-resold tier on Track B
- Money-back guarantee
- Regional Tier-1 saturation
- NY · LA · London · Sydney · Dubai
- Geographic SEO lock-in
- Local press relationships
- Money-back guarantee
All three stacked, $8,950/month on the 12-month plan, for agencies scaling nationally. White-label wholesale rates quoted per partner agreement: apply to the partner programme →
Questions agency principals and partner managers ask before the call.
What is white-label PR?
White-label PR is a service arrangement where one PR agency delivers media placements on behalf of another agency, typically a marketing, advertising, SEO, or branding agency, while the front-facing agency owns the client relationship, the contract, and the brand presence. The end client never interacts with the underlying PR provider. White-label PR lets non-PR agencies offer guaranteed Tier-1 placements without building an in-house media relations team.
Why would I resell another firm's service instead of building PR in-house?
Build in-house if PR is core to the agency's positioning and the founders want to lead an editorial department. Resell if PR is a client request the agency keeps deferring. The maths: hiring one mid-level PR practitioner costs $90,000-$130,000 a year in fully loaded salary plus tooling. Five white-label retainers at 20% margin clear $36,000 a year with zero hiring risk and zero delivery overhead. Most agencies resell first, then build in-house only if the service line crosses $50,000/month in revenue.
Our clients will figure out the work is white-labelled.
They will not. Baden Bower runs partner programmes with strict white-label compliance: no Baden Bower branding on deliverables, no Baden Bower email addresses in client comms, no Baden Bower staff on client calls unless the partner agency requests it. All client-facing artefacts carry the partner agency's brand. Discovery happens when partner agencies tell their clients, not when clients work it out.
What if the agency competes with one of Baden Bower's other partners?
Baden Bower does not enforce category exclusivity by default. Competing agencies typically serve different verticals, geographies, or buyer profiles, and exclusivity would lock most partners out of most categories. Partners that want exclusivity in a specific city or vertical can negotiate it as part of the reseller agreement, typically in exchange for a higher minimum monthly commitment.
Can a marketing agency resell Baden Bower's services to its clients?
Yes. Baden Bower runs a white-label partner programme for marketing, advertising, SEO, growth, and branding agencies. The agency markets PR as part of its own service stack, Baden Bower delivers the placements behind the scenes, and the agency keeps the client relationship and a margin on every retainer. The most common structure is 15-30% margin on top of Baden Bower's wholesale rate, with the agency invoicing the client directly under its own brand.
How is Baden Bower different from traditional PR firms an agency might partner with?
Three differences. First, Baden Bower guarantees the placement or refunds the fee. Traditional PR firms bill retainers regardless of outcome, which makes them hard to resell. Second, Baden Bower publishes prices, so partner agencies can quote with confidence. Most traditional firms quote per-engagement, which slows down sales. Third, the average story is published within 72 hours of approval, against weeks or months for traditional pitching.
What if we already partner with a PR firm?
Keep them for accounts where the existing relationship is working. Many partner agencies use Baden Bower for guaranteed Tier-1 placements specifically, Forbes, Bloomberg, Adweek, Vanity Fair, and route brand journalism, crisis comms, or pitch-based outreach through their existing partner. The two delivery models are different enough that they coexist comfortably.
Is this real Forbes coverage or a regional affiliate?
Both. Some placements run on Forbes.com directly. Others run on regional editions like Forbes Australia, Forbes Middle East, or Forbes Israel, which are real Forbes editorial properties owned and operated under license. All Forbes editions appear in Google search results, all carry the Forbes logo, and all are accepted as legitimate Forbes coverage by buyers, recruiters, and procurement teams.
What does Baden Bower deliver to a partner agency?
Baden Bower delivers the writers, the editorial relationships, the placement guarantee, the live URLs, and the downloadable logo files. The partner agency keeps the client relationship, the strategy positioning, the branded reporting, and the upsell path into other services. A dedicated account manager handles the wholesale relationship and routes communications through the partner agency, not the end client.
What if Baden Bower fails to deliver the promised placements?
Clients receive a money-back refund if Baden Bower fails to publish the stories listed under their 12-month package. The refund policy is set out in the agency's terms and conditions and applies to all guaranteed placement plans, including wholesale.
Ready to add named press, or resell it?
Apply for the agency audit (Track A) or the partner programme (Track B). Free 15 to 30 minutes on a call, written shortlist or wholesale rate card included, no obligation.
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