About Us
A little bit of apt history...
apt marketing & pr is a purpose-led strategic communications agency dedicated to helping organisations make a greater impact. We partner with purpose-driven brands and charities to deliver proven, effective marketing and PR that shifts thinking and drives meaningful change.
Our story began when founder Angie Petkovic – frustrated by agencies offering generic, surface-level support created something different: an agency that truly understood the needs of growing businesses. Starting as ‘Angie Petkovic Tourism’, it quickly gained a reputation that spread beyond hospitality and leisure. As word-of-mouth recommendations grew, so did we, and the name was shortened to simply apt.
It was then that our recognisable worm was born. Most people don’t realise he started life as an ‘a’, ‘p’ and ‘t’ linked together but he’s since become an irreplaceable symbol of who we are.
Today, under the leadership of Managing Director Victoria, apt is driven by integrity, curiosity and creative innovation. We’re agents of change who believe that bold ideas make the world better. We champion our mission to #AmplifyImpact, working with values-led organisations to communicate with clarity and purpose.
Whether you’re tackling social issues, driving sustainability, or building a purpose-led brand, apt is equipped to help you communicate with impact. We craft strategic narratives that resonate and deliver fully integrated campaigns – creating solutions that are not only effective but transformative too.
Driven, values-led, and passionate about empowering organisations to thrive, Victoria and the team inspire others with their belief that good businesses can and should change the world for the better.
Why partner with apt?
apt marketing & pr is more than just an agency – we’re a creative partner that brings together diverse expertise to deliver solutions that truly work. We’re innovators and changemakers, located in Cheltenham who are driven by the belief that bold, smart ideas have the power to shift perspectives, transform businesses, and make a genuine difference.
Working closely with our clients, we develop tailored strategies that are not only effective and engaging, but genuinely innovative too. We help shape our clients, creating work that resonates and drives meaningful change for your business and the audiences you serve.
Unique blend of skills
What makes us particularly special is our unique blend of skills incorporating membership schemes, charities, social value, and sustainable brands. This gives us a multifaceted view and gives our strategies an edge in meeting multiple stakeholder perspectives.
Agency advantage
Partnering with us gives you access to an array of experts, bringing dedicated expertise. You get a whole team of specialists working on your success.
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.
Discovery First
We begin by listening to you. We’re naturally curious, asking the right questions to understand your business, your marketing budget and both your immediate priorities and long-term ambitions. Whether you’re looking to increase sales or membership, reach new markets, or simply get more from your marketing investment – we start by truly understanding where you are and where you want to be.
An Extension of Your Team
To our clients, we become part of your team. Our process is genuinely collaborative, combining our skills, curiosity and expertise with your inside knowledge to grow your business together. Some clients come to us with clear objectives but need help bringing them to life; others arrive with fully formed concepts ready to execute. Wherever you are in your journey, we’re here to partner with you from initial idea through to final delivery.
Proven Results
We don’t just talk about success – we deliver it. Our track record speaks for itself: we’ve helped transform organisations, elevate their presence, and achieve tangible results. When you work with us, you’re working with a team that’s committed to making a real difference for your business.
10% for good
Amplifying impact for every charity
Our team thrives on amplifying impact for charities, but what if they can’t afford us? Our foundation pays for it. This is how we make it happen:
How it works
Every purpose-led business that works with us doesn’t just invest in their own growth – they help create opportunities for charities who need support but can’t necessarily afford it.
For charities and non profits
As a non profit, working with us means you benefit from our 10% for Good Impact Business Model. Every one of our purpose-led profit-making clients helps create our pro bono fund by contributing:
- 5% of their fees go directly to fund our charitable aims, helping charity money go further. This allows us to donate directly to charities, or to cover costs that small charities can’t otherwise afford.
- 5% of their equivalent hours are also donated to our pro bono fund, allowing us to work free of charge for small charities who otherwise can’t afford our support.
This fund allows us to provide professional services at significantly reduced rates or completely pro bono – making our expertise accessible to organisations doing amazing work, regardless of budget.
For purpose-led businesses (profit clients)
Working with us puts you at the heart of our 10% for Good Impact Business Model, which allows us to give back to charities doing essential work. As a purpose-led business working with us, we’ll allocate:
- 5% of your fees to directly fund our charitable aims, helping charity money go further. This allows us to donate directly to charities, or to cover costs that small charities can’t otherwise afford.
- 5% of your equivalent hours are also donated to our pro bono fund, allowing us to work free of charge for small charities who otherwise can’t afford our support.
BCorp brand bank
Every year, to celebrate B Corp Month, we offer a free ‘bank’ of 250 hours of our team’s time, available to B Corp accredited and B Corp pending businesses across the UK.
Each business can claim up to five hours of agency time to use on brand, marketing, or PR strategy – completely free of charge.
How to claim your hours
To claim your share of the B Corp Brand Bank, simply:
- Email: purpose@aptmarketing.co.uk
- Subject line: “B Corp Brand Bank application”
Include:
- Proof of your B Corp certification (or evidence that you’re working towards it)
- A short summary of what you’d like to use the hours for
Availability:
Hours are allocated on a first come, first served basis. Once the 250 hours are gone, they’re gone!
Join us in creating a positive change
Whether you’re a charity looking for support or a purpose-led business wanting to amplify your impact, we’d love to talk about how we can work together.
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.