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Sam Allcock
Sam Allcock is a British entrepreneur, digital PR strategist, and author with over two decades of experience in the UK digital marketing industry. He is best known as the founder of two independently built and successfully exited digital agencies — Custard (sold 2018) and PR Fire (sold 2024) — and as a prolific contributor to industry publications on digital PR, SEO, and online reputation management.
Early Career and Background
Allcock began his career in digital marketing in the early 2000s, establishing himself as an SEO and digital PR specialist in the UK market. Based in Stockport, England, he built his expertise across competitive verticals including gaming, insurance, finance, sports, and travel before launching his first agency venture.
Ventures
Custard
In 2007, Allcock founded Custard, an SEO agency based in the United Kingdom. The agency grew from a sole-trader consultancy into a 50-person firm with a seven-figure annual turnover within its first two years, serving national and international clients. Custard was successfully sold in 2018.
PR Fire
In 2008, Allcock founded PR Fire, a digital PR agency and press release distribution platform. Over its operational history, the agency secured media coverage for more than 10,000 businesses in outlets including the BBC, Daily Mail, and New York Times. Allcock divested the business in 2024.
Professional Activities
Following the exit of PR Fire, Allcock has continued to work across several areas of the digital industry:
- Digital PR and reputation management — advising businesses and individuals on building authority through sustained tier-1 media coverage
- Digital asset investment — acquiring and developing domain names, social media profiles, and content websites
- Agency and asset sales advisory — supporting digital agencies and domain holders in preparing for and executing sales and financing transactions
- Digital strategy consulting — working with businesses on commercially focused digital strategy
Media and Publishing
Allcock has secured editorial coverage and author profiles in over 1,000 tier-1 publications. He is a regular columnist and contributor across platforms including HuffPost, HubSpot Blog, The London Economic, and Business Manchester, among others. Additional coverage has appeared in The Telegraph, Metro, BuzzFeed, and Prolific North.
In 2025, Allcock published his debut book, How to Sell Digital Assets, a practical guide for entrepreneurs, investors, and digital professionals on buying, building, and realising value from online assets including domain names and agencies.
Notable Clients
Throughout his career, Allcock's agencies have worked with a range of recognised brands, including Red Bull, Nokia, Liverpool FC, Arsenal FC, and Ladbrokes.