Kaizen
Kaizen is a London agency founded in 2013 by Pete Campbell that sells digital PR, SEO, generative engine optimization, and social to brands such as LEGO and adidas. Kristi Hoyle became CEO in October 2026 to grow its GEO and social work, and the agency reports 942 percent growth in LLM traffic for Mogo Farm.
Facts
| Website | kaizen.co.uk |
|---|---|
| Headquarters | London, United Kingdom (Kaizen about page) |
| Founded | 2013 |
| Ownership | Founder-owned |
| Stance | PR- and authority-led GEO |
| Typical buyer | Consumer, retail, travel, and finance brands, with marketing and SEO leaders buying |
| Delivery | Founder-owned agency with a London head office and a Manchester creative hub |
| Verticals | Retail, Fashion / Beauty |
| Specialties | Digital PR / Off-site GEO, AEO Measurement / Tooling, International / Multilingual |
Buyers, use cases, price, and similar agencies
| Who uses it | Its clients are consumer, retail, travel, and finance brands, including LEGO, adidas, NEXT, Skyscanner, and MoneySuperMarket, with marketing and SEO leaders buying. |
|---|---|
| What for | Teams hire it for digital PR, SEO, GEO and AI search, paid search, and social and TikTok work. |
| Price | Kaizen is in the $$$ band, the third of our four monthly cost bands. 50 of the 103 agencies we review are in the $$$ or $$$$ bands. It does not publish prices, and we estimate its retainers at about $10,000 a month. |
| Similar agencies | Croud, Brainlabs, and Siege Media are also listed in our GEO agency reviews. All three are in the $$$ monthly cost band. |
GEO / AEO philosophy
Kaizen describes its aim as making brands visible across every search and social platform, from Google to TikTok to AI tools, which it calls the Search-Verse.
It lists large clients and publishes an AI search case, though its client quotes are unattributed.
Offering
- Sells digital PR, SEO, and GEO and AI search work.
- Runs paid search and social, including TikTok.
- Builds Astro, its own agentic AI platform.
Editorial scores
We scored the agency on eight dimensions to show a buyer where it is strong and where it is thin. Scores run from 1 to 10. The last column shows each score's difference from the median for all reviewed agencies.
| Dimension | Score | Score bar | Vs median |
|---|---|---|---|
| Technical GEO | 6 | 1 | |
| Lead generation | 5 | 1 | |
| Thought leadership | 7 | 2 | |
| Entity / knowledge graph | 6 | 2 | |
| Local / multi-location | 2 | 1 | |
| Enterprise readiness | 6 | = | |
| Innovation | 7 | 2 | |
| Measurement | 6 | 1 |
Service mix
We estimated how the agency's work splits across service types, which shows a buyer where its effort goes.
Best At
- digital PR aimed at the sources AI tools cite
- GEO and social from one London team
- consumer brand credentials such as LEGO and adidas
Poor Fit When
- you need public prices before a call
- you need a US-based team in the same time zone
- the hire is for a B2B software company
Clients
| Name | Status |
|---|---|
| Mogo Farm | Named in case study |
| The LEGO Group | Named client |
| adidas | Named client |
| Skyscanner | Named client |
- Named client
- Named in case study
Innovation
Kaizen tracks AI visibility with prompt banks across several models, aims PR at the sources AI tools cite, and is building its Astro agentic AI platform.
Pricing
Kaizen does not publish prices and offers a free brand audit to start. We estimate its retainers at about $10,000 a month, in the $$$ band.
Review Excerpts
“Working with Kaizen has been an absolute pleasure. Their global team's media knowledge across diverse markets is truly impressive. Results-oriented, creative, and agile.”
“The team are knowledgeable, creative, and hard-working and it has been a pleasure to work with them. I would happily recommend Kaizen to brands looking to improve their offsite SEO presence.”
“We consider them to be a worthwhile extension to our internal team and they enhance our capabilities across Digital PR and onsite SEO.”
Pricing vs Performance Spectrum
Practice timeline
2013
Agency founded
Pete Campbell founds Kaizen in London.
October 2026
New CEO
Kristi Hoyle becomes CEO and Pete Campbell returns to chair.
Swipe left or right to see the full timeline.
Agency Leadership
| Name | Title | Background |
|---|---|---|
 Kristi Hoyle | CEO | Joined Kaizen in 2021, became managing director in 2025, and was named CEO in October 2026. |
| Pete Campbell | Founder and Chair | Founded Kaizen in 2013 and remains chair and majority shareholder. |
Evidence
| Type | Description | Source |
|---|---|---|
| Figures reported by the agency | Mogo Farm AI traffic case on the agency's site; no independent study. | Kaizen Mogo Farm case study |
| Method and product | Astro agentic AI platform and LLM visibility tracking. | Kaizen CEO announcement |