The PR Net Next Gen, 2023: Scout Lab

Purpose-Driven Agency of the Year

Co-founders Kaitlyn Barclay and Willow Hill started Scout Lab to fill a gap in the agency landscape: purpose-driven work. Today, the full-service creative and communications agency supports consumer technology companies that align with at least one of their core values: question the rules, speak up, nuance over norms and take it personally. Over the past year, Scout Lab has focused on expanding staff to include specialized comms pros, which has allowed the agency to expand its client roster. This year, Scout Lab helped launch a members-only home swapping network, Kindred, out of stealth and has helped them grow by positioning them as a unique and more affordable alternative to Airbnb. Scout Lab also began working with Landa, a platform that enables everyone to access and benefit from investing in real estate. Additional projects of note: Scout Lab launched the first campaign for Many As One, a nonprofit that unites industry leaders to launch digital charitable campaigns; partnered with Lili, an Israel-based fintech platform focused on providing financial tools for freelancers; and also worked with Hello Heart, a digital coaching app helps people manage heart health. The agency’s culture also reflects their core values; in response to the Supreme Court's overturning of Roe v. Wade, Scout Lab immediately implemented an abortion travel policy through which any employee who needs to travel to a different state in order to receive reproductive or abortion care will be reimbursed for their travel expenses.


Kaitlyn Barclay, Co-Founder & CEO Willow Hill, Co-Founder & CCO

Agency founded:


Notable clients:

Kindred, Maple, Venmo, Wix

New client wins:

Hey Jane

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