W Creative Capital 

W Creative Capital 

W Creative Capital 

About us

Backing Bold Founders

We back founders with the potential to make a disproportionate impact – commercially, culturally, or both – at every stage of the investment cycle, from seed funding, to awareness-driving ​campaigns, through to exit and beyond. 

Our philosophy is simple: invest in great people, with great ideas, who aren’t afraid to challenge the category they’re in – and back them to succeed. 

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Successful Exits

2 successful projects exits with quality and care

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Skilled Employees

Our team of experts ensures top-quality results

What we do

Our expertise

W Creative Capital provides a blend of capital, strategic counsel, and real-world brand-building expertise – giving founders access to the same creative, communications and commercial firepower that built W into one of the world’s leading independent agencies.

We help ambitious entrepreneurs:

Sharpen their brand and positioning

We define compelling narratives, distinct positioning and visual identities that cut through crowded markets and resonate with the audiences that matter.

Build resilience and credibility from day one

We lay the strategic and reputational foundations early — ensuring founders are investment-ready, media-ready and built for long-term trust.

Accelerate growth through strategic and creative communications

We deploy insight-led campaigns and culturally relevant storytelling that drive awareness, demand and commercial momentum.

Navigate funding, partnerships, and international expansion

We open doors to the right investors, partners and markets — supporting founders as they scale with clarity and confidence.

Secure a good exit

We position businesses for maximum value, shaping perception and performance to deliver strong, strategic outcomes.

Shape the next chapter

Whether that’s reinvestment, reinvention or a new venture, we help founders define what success looks like beyond the deal.

Access a high-value network

We connect founders to an influential ecosystem of investors, operators, media leaders and cultural tastemakers who accelerate opportunity.

Sharpen their brand and positioning

We define compelling narratives, distinct positioning and visual identities that cut through crowded markets and resonate with the audiences that matter.

Build resilience and credibility from day one

We lay the strategic and reputational foundations early — ensuring founders are investment-ready, media-ready and built for long-term trust.

Accelerate growth through strategic and creative communications

We deploy insight-led campaigns and culturally relevant storytelling that drive awareness, demand and commercial momentum.

Navigate funding, partnerships, and international expansion

We open doors to the right investors, partners and markets — supporting founders as they scale with clarity and confidence.

Secure a good exit

We position businesses for maximum value, shaping perception and performance to deliver strong, strategic outcomes.

Shape the next chapter

Whether that’s reinvestment, reinvention or a new venture, we help founders define what success looks like beyond the deal.

Access a high-value network

We connect founders to an influential ecosystem of investors, operators, media leaders and cultural tastemakers who accelerate opportunity.

Our portfolio

Get inspired by our work

We’re already building the next wave of category-defining companies.

Pizza Pilgrims

When W Creative Capital invested in Pizza Pilgrims, it was just two brothers, a three-wheeled van, and a dream. Founders Thom and James Elliot quit their jobs to master Neapolitan pizza in Italy, returning to London with no site, budget, or brand awareness. With the W Communications team on board, their story – road trip, van, and passion – captured national press, broadcast, and food media attention, creating queues before the first store opened. From a Soho start-up to a multi-site cult brand, Pizza Pilgrims had 26 venues when it sold a majority stake in 2025, setting W Creative Capital up for its most successful exit so far.

Pizza Pilgrims

When W Creative Capital invested in Pizza Pilgrims, it was just two brothers, a three-wheeled van, and a dream. Founders Thom and James Elliot quit their jobs to master Neapolitan pizza in Italy, returning to London with no site, budget, or brand awareness. With the W Communications team on board, their story – road trip, van, and passion – captured national press, broadcast, and food media attention, creating queues before the first store opened. From a Soho start-up to a multi-site cult brand, Pizza Pilgrims had 26 venues when it sold a majority stake in 2025, setting W Creative Capital up for its most successful exit so far.

Pizza Pilgrims

When W Creative Capital invested in Pizza Pilgrims, it was just two brothers, a three-wheeled van, and a dream. Founders Thom and James Elliot quit their jobs to master Neapolitan pizza in Italy, returning to London with no site, budget, or brand awareness. With the W Communications team on board, their story – road trip, van, and passion – captured national press, broadcast, and food media attention, creating queues before the first store opened. From a Soho start-up to a multi-site cult brand, Pizza Pilgrims had 26 venues when it sold a majority stake in 2025, setting W Creative Capital up for its most successful exit so far.

Unity Coffee

W Creative Capital backed Unity Coffee, founded by coffee veteran Scott Martin, in 2025 – challenging Big Coffee by combining premium, barista quality coffee with smart, automated self-serve machines. Partnering with the W Communications team, it is backed by an integrated marketing machine fusing PR, social, advertising and experiential activity. A Soho pop-up has served as a live test-and-learn hub, shaping demand, messaging and conversion. Early proof has included 37.3k social views across Instagram and TikTok, 721 app downloads, an 84-88% conversion rate, alongside coverage in the Sunday Times, Retail Times, and Financial Times, which is already generating impressive brand’s growth.

Unity Coffee

W Creative Capital backed Unity Coffee, founded by coffee veteran Scott Martin, in 2025 – challenging Big Coffee by combining premium, barista quality coffee with smart, automated self-serve machines. Partnering with the W Communications team, it is backed by an integrated marketing machine fusing PR, social, advertising and experiential activity. A Soho pop-up has served as a live test-and-learn hub, shaping demand, messaging and conversion. Early proof has included 37.3k social views across Instagram and TikTok, 721 app downloads, an 84-88% conversion rate, alongside coverage in the Sunday Times, Retail Times, and Financial Times, which is already generating impressive brand’s growth.

Unity Coffee

W Creative Capital backed Unity Coffee, founded by coffee veteran Scott Martin, in 2025 – challenging Big Coffee by combining premium, barista quality coffee with smart, automated self-serve machines. Partnering with the W Communications team, it is backed by an integrated marketing machine fusing PR, social, advertising and experiential activity. A Soho pop-up has served as a live test-and-learn hub, shaping demand, messaging and conversion. Early proof has included 37.3k social views across Instagram and TikTok, 721 app downloads, an 84-88% conversion rate, alongside coverage in the Sunday Times, Retail Times, and Financial Times, which is already generating impressive brand’s growth.

​​Nuud

W Creative Capital has helped build Nuud Chewing Gum through strategic financial investment and award-winning marketing that has challenged Britain – and the government – to rethink what it has been chewing since 1899. Combining science-led strategy with bold, politically charged creative led by W Communications, we have transformed gum from a throwaway habit into a national environmental and public health scandal. From unearthing the industry’s filthy secret, to descending on No. 10, the movement has gained support from 47 MPs and secured sustained broadcast coverage – as well as unlocking listings in Ocado and Co-op and driving a 400% sales increase in Waitrose.

​​Nuud

W Creative Capital has helped build Nuud Chewing Gum through strategic financial investment and award-winning marketing that has challenged Britain – and the government – to rethink what it has been chewing since 1899. Combining science-led strategy with bold, politically charged creative led by W Communications, we have transformed gum from a throwaway habit into a national environmental and public health scandal. From unearthing the industry’s filthy secret, to descending on No. 10, the movement has gained support from 47 MPs and secured sustained broadcast coverage – as well as unlocking listings in Ocado and Co-op and driving a 400% sales increase in Waitrose.

​​Nuud

W Creative Capital has helped build Nuud Chewing Gum through strategic financial investment and award-winning marketing that has challenged Britain – and the government – to rethink what it has been chewing since 1899. Combining science-led strategy with bold, politically charged creative led by W Communications, we have transformed gum from a throwaway habit into a national environmental and public health scandal. From unearthing the industry’s filthy secret, to descending on No. 10, the movement has gained support from 47 MPs and secured sustained broadcast coverage – as well as unlocking listings in Ocado and Co-op and driving a 400% sales increase in Waitrose.

Known Source

Known Source was founded in London by Theo El-Kattan and Henry McNeill-Njoku to challenge the chaos of traditional resale – low quality, low trust, and endless scrolling. Their ambition was simple: make second hand the first choice by curating the best of pre-owned fashion and presenting it as premium, not secondary. Built around a closed network of trusted sellers and tastemakers, Known Source focuses on quality over volume. Every piece is selected, every drop considered – reframing resale as “The Art of Second Hand” and creating a platform where sustainability meets cultural credibility. From digital drops to physical pop-ups, Known Source has positioned itself as a next-generation marketplace – elevating second-hand fashion into a curated, community-driven movement that makes circular shopping aspirational rather than alternative.

Known Source

Known Source was founded in London by Theo El-Kattan and Henry McNeill-Njoku to challenge the chaos of traditional resale – low quality, low trust, and endless scrolling. Their ambition was simple: make second hand the first choice by curating the best of pre-owned fashion and presenting it as premium, not secondary. Built around a closed network of trusted sellers and tastemakers, Known Source focuses on quality over volume. Every piece is selected, every drop considered – reframing resale as “The Art of Second Hand” and creating a platform where sustainability meets cultural credibility. From digital drops to physical pop-ups, Known Source has positioned itself as a next-generation marketplace – elevating second-hand fashion into a curated, community-driven movement that makes circular shopping aspirational rather than alternative.

Known Source

Known Source was founded in London by Theo El-Kattan and Henry McNeill-Njoku to challenge the chaos of traditional resale – low quality, low trust, and endless scrolling. Their ambition was simple: make second hand the first choice by curating the best of pre-owned fashion and presenting it as premium, not secondary. Built around a closed network of trusted sellers and tastemakers, Known Source focuses on quality over volume. Every piece is selected, every drop considered – reframing resale as “The Art of Second Hand” and creating a platform where sustainability meets cultural credibility. From digital drops to physical pop-ups, Known Source has positioned itself as a next-generation marketplace – elevating second-hand fashion into a curated, community-driven movement that makes circular shopping aspirational rather than alternative.

The team

Warren Johnson is a entrepreneur, founder of W Communications, and investor via W Creative Capital.

Having set up W Communications in 2009, he has built it into a multi-award-winning, employee-owned global marketing communications agency, famed for disruptive creative work that unites brands with culture to drive commercial success. Today, W operates globally from hubs in the UK, US, Middle East and Asia, and has built a reputation for being among the very best, winning PRWeek’s Agency of the Decade and working with leading brands including Unilever, Virgin Atlantic, Adidas and Nobu.

Warren officially launched W Creative Capital in 2024 to formalise and amplify W Communications' approach to investing in businesses that align with its cultural and commercial vision. Not just a funding arm, it was set up as a strategic unit to support ventures beyond traditional capital – leveraging the expertise in creative, communications and brand-building that sits at the heart of W’s work.

Contact

Partner with us

Whether you’re building something new or accelerating something brilliant, W Creative Capital is here to help you scale with intention – and make an impact that lasts.

Let’s build the next wave of category-defining companies.

Office

101 Wigmore St, London W1U 1QU

Email

hello@wcommunications.co.uk