About Us
A little bit of apt history...
Our story began with Angie Petkovic, a seasoned marketer who ran marketing departments for big blue-chip organisations like Hewlett Packard (HP) before running her own hotel in Cheltenham. Angie struggled to find an agency that didn’t just offer generic, surface-level support for her own business. So, naturally, Angie founded her own marketing agency – one that truly understood the needs of growing businesses and how to capture attention.
apt was born as ‘Angie Petkovic Tourism’, working with hospitality, leisure and tourism clients, before reputation spread and word of mouth recommendations saw the business branch out of tourism, so the name was shortened to apt. At the same time, our recognisable ‘worm’ was born in our logo, but most people don’t realise he started life as an ‘a’ ‘p’ and ‘t’ linked together! Now, he has become an irreplaceable part of our brand.
Although Angie remains apt’s CEO, the legacy is carried forward by her daughter, Victoria. As Managing Director, she now leads our Cheltenham-based team with the same integrity, curiosity and creative drive while taking the company in a new direction. Driven by purpose.
Under Victoria’s leadership, apt are now focusing on amplifying impact for value-led marketing, helping brands be the best they can be, for the benefit of all. Whether you’re tackling social issues, driving sustainability, or building a purpose-led brand, apt is equipped to help you communicate with clarity and impact. apt is a full-service agency known for joining the dots across strategy, storytelling and delivery.
So now, the iconic worm in our logo represents this new promise of growth towards an intentional future. And while his wiggle continues to be capturing attention, our best stories are still being written.
Our approach
We’re a proactive, commercially-experienced team located in Cheltenham who focus on supporting your business, not just ‘making things pretty’ and our specialty is joining all the dots! Whether you’d like us to help deliver new and exciting cross-platform campaigns, or if you need us to just join everything up, your business will be at the centre of everything we do. So what we do and how we do it will depend on your wants and needs, supported by our expert recommendations.
apt clients are typically retained, but we also work on a project-by-project basis. Either way, we treat your budget as though it’s our own and always make sure you’re getting maximum ‘bang for your buck’!
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Your business is different from everyone else’s, so your communications should be too.
Why not chat to our team about your uniqueness and we’ll help show you ours…
Our team
Angie Petkovic
Chief Executive Officer
Angie is our CEO here at apt. Angie is a memorable character and a leader of men (pardon the expression). She has a knack for inspiring people and will always challenge the status quo!
Her passions include hospitality, leisure and tourism, IT and all things green.
Her many, many achievements include heading Government task forces, rallying protest marches for the Miners and discovering a hidden botanical garden in Jersey. Angie is also a regular columnist for Hotel Owner Magazine and World Spa & Wellness Magazine, using her expertise to advise on varied marketing matters.
Angie is not a ‘fluffy’, ‘blue sky’ strategist; one dose of her consultancy and you’ll be firing on all cylinders before you can say “Yes, Lord Sugar!”
Victoria Petkovic-Short
Managing Director
Victoria originally joined APT in the summer of 2008, working as a part-time Marketing Account Executive alongside studying for a degree in Geography. Although the learning curve was steep when she first joined (and involved more than a few grumpy moments), she found she absolutely loved it and hasn’t looked back since! She has progressed to be our Managing Director, as she takes the company to exciting new heights, and has succeeded in building exceptional levels of trust with our clients.
Victoria’s knowledge of new media, new technology and digital marketing is invaluable, as well as her uncanny ability to conjure up cakes at a moment’s notice when needed. Clients regularly comment on her practical, logical approach and her enthusiasm for doing things properly! Her key achievements include representing clients in Parliament, delivering campaigns with more than 1000% ROI and contributing to over 100 client websites.
Angharad Planells
Head of PR
Angharad (pronounced Ang-Ha-Rad) joined us as apt’s first head of pr in early 2025, bringing almost two decades of experience and enthusiasm with her.
She’s passionate about communications and has worked with clients in pretty much every industry there is, from individuals and start-ups to SMEs and global brands, blending storytelling strategy with tactics like digital PR, stunts, events, and strategic meetings that provide tangible results. Former clients include Lloyds Pharmacy, A. Vogel, Dowty, a GE Aerospace company, Bath Rugby, Pulsin, Home-Start, and Shout Out UK to name a few.
In 2022, she was named one of Management Today’s 35 under 35 female leaders. Alongside her apt role, she also supports Cheltenham’s MP Max Wilkinson with digital communications and is currently a columnist for Strategic, the global communications leadership platform, as well as a #MentorMum supporting women back to the workplace after maternity leave.
When she’s not at work, you’ll find her spending time with her amazing daughter, needy dog, and incredible husband (usually in that order!), visiting her family in South Wales, reading, singing in a local choir, or watching as much musical theatre or live comedy as she can!
Maria Fallon
Senior account executive
Maria originally joined apt in the summer of 2023 following over a decade of working in digital marketing and audience development.
Her degree may be in ancient history but Maria’s love for all things new helps to drive exciting digital developments, using a variety of channels to deliver results.
Her knowledge of content optimisation and digital channels allows her to produce articles, social media, influencer campaigns, and training, focused on building brand awareness for our clients.
If she’s not in the office, you’ll find her curled up with a good book or walking her yellow Labrador Lizzie.
Jen Jones
Marketing executive
Jen joined the APT team in April 2025, bringing over 10 years of experience from the conservation and heritage sector, where she led on recruitment campaigns and delivered marketing and L&D projects. With her degree in Art History, she has a natural love for research-driven work and creativity, really understanding the client’s needs to create content that truly resonates.
Her diverse background includes working on purpose-led brands, where she’s developed brand identities, copywriting, and created engaging content. She also brings agency experience, having led on idea generation for commercial lifestyle brands.
Outside of work, Jen can be found chasing after her two energetic children, exploring the great outdoors, or occasionally picking up a paintbrush when she gets a rare quiet moment.
Pavita Rai
Marketing Executive
Officially, she’s Pavita, but you can call her Pav. She has a degree in Business and Marketing Management, along with years of experience in marketing roles. Pav consistently keeps a finger on the pulse of the ever-changing digital world.
Passionate about food, but also storytelling, you could say she’s always hungry for the sweet spot between data and emotion, enabling her to target and connect with audiences, aligning with specific brand objectives through various channels, including video content, high-quality photography, blog articles, graphics, and other cross-platform messaging, such as webinars or live broadcasting.
In her spare time, if Pav isn’t rambling about the latest TikTok trend, she is curled up with a pot of vegan ice cream, watching a Wes Anderson film…or whatever is the latest on Netflix.
Becky Moon
Bookkeeper
Becky is a gentle soul (possible real-life angel), gracing us once a week to help us sort the books.
Tracey Harrod
Administator
Tracey makes every day better with her hilariously sharp observations and endless wisdom.
She is the font of all knowledge, but is also known for her incredible organisation, practical thinking and calm approach to any challenge.
Whether it’s some much-needed life advice, a pep talk or someone to just listen, Tracey holds us all together.
apt office animals
Zotti
Professor Snooty
When Zotti isn’t busy snoozing in the sun or stealing wrappers out the bin, he is usually looking disdainfully down his snout at everyone (except for Victoria, of course).
If he gets a chance he will try to climb on your lap and disrupt your typing, as this loveable 32kg lump still thinks he’s the size of a chihuahua!
Zotti pops in and out as he pleases. So, as a client, you don’t have to come face to face with him unless you want to.
Bee Hive
Pollination Hub
Our fuzzy friends live right behind the apt office, running their own operations all year round.
These industrious little pollinators are busy at work, contributing to the local ecosystem and helping us cultivate a greener, more vibrant workspace.
Did you know that all worker bees are all female? Much like our female led office!
And, yes, their honey is divine.