Smarty Pants Consultancy

So what is ‘Smarty Pants’?

We’re a flexible strategy-first creative consultancy specialising in customer activation and retention.

Founded in 2018 by Marty Davies (they/she). They were named one of Campaign’s Future Leaders 2022 and one of Campaign’s Trailblazers in 2023. Marty was also “highly commended” in the Business Trailblazer category at PinkNews Awards 2023 and Change-maker category at the MEFA awards for their work driving LGBTQIA+ representation and inclusion within the ad industry.

Their consultancy is often sought out for projects that need to get LGBTQIA+ inclusion right.

We’re a small team of strategic marketing people who partner with you, embed ourselves in your business and make it our mission to make smart stuff happen.

And the name? Marty’s mum would call them it when she was a kid and it’s sort of stuck.

Why did you start consulting?

Because working with traditional agencies can be a bit pants.

Stuck in the past with toxic non-inclusive cultures and an abusive imbalance between agency and client.

We believe effective strategic and creative thinking is a result of two things.

Bringing strategic thinking closer to the client and their insight sources
Creating an inclusive environment where creative risk-taking is rewarded

So we give you direct access to strategic and creative resource and connect it with your in-house design studio to support in execution.

What are you like to work with?

We’re collaborative. So expect a lot of working sessions with your teams. We’re in our element when workshopping problems together and pulling together simple slide storytelling to excite stakeholders. Fair warning, we’re at our most alert and bouncy after a coffee.

So how does it work?

Think of us as a plug and play creative strategy and planning department. We work in collaboration with your own marketing and project managers and support conversations with your stakeholder teams. It depends on the size of the project, but this usually includes insight teams, business intelligence, product managers, UX practitioners, data scientists and creative teams to build a campaign that delivers.

We can also bring in friends of ours if you are missing certain in-house specialisms.

Who have you worked with?

Just Eat Takeaway, GoCompare, MINI, Talk Talk, Virgin Media, Google,
Lush Cosmetics, ScottishPower, Visa Europe, RNLI, Hilton, TikTok & Reddit

Are you any good?

We’ve helped deliver over €130m in incremental revenue for clients over the past 6 years. And that’s just what we’ve been able to measure.

We’ve created the global community and movement ‘Trans+ History Week’

We’ve set and steered the agenda on LGBTQIA+ representation in advertising through the Campaign column, by leading Outvertising and by creating the community group Trans+ Adland.

Marty was recognised on Campaign’s A List 2024 and on DIVA’s Power List 2024 in recognition of this.

I have a project, what next?

We take on projects of all sizes, from curated talks, a couple of days of consultancy through to bigger extended projects and retainer clients. Truth be told, we’re at our happiest and most effective when we’re with you for a chunky period of time and able to build relationships across your business.

Sound good? Show us your briefs!

👉 hello@smartypantsmarty.com 👈

Can I read some of your thinking?

Marty writes a monthly column for Campaign Magazine which is published in the UK, US and Asia. They have also written for D&AD, Creativebrief & The Drum.

They also write on queer history, culture and politics for QueerAF & DIVA Magazine.

They’ve been featured in Forbes, Gay Times, AdWeek, PinkNews, DIVA, The Times, NBC, HuffPost, Videoweek & The Media Leader.

Opinion
Campaign: Is there a queer sponsorship squeeze?
Campaign: The gay Guinness Ad that never ran
Campaign: Media agencies and clients must put a stop to 'dirty attention'
QueerAF: It’s time for the Trans + history lesson we never had
Campaign: Let’s try for Bi
Final Printed Edition of Campaign: The future is queer
D&AD Annual 2023 Voices Essay: How our creativity must move us beyond ‘Love is Love’
Campaign: Transmasculine visibility and the joy of finally being seen.
Campaign: Sport for all? A look at Dylan Mulvaney's other brand deal
Campaign: Was this Pride Month a watershed moment for advertisers and disinformation?
Campaign: The era of hollow LGBTQIA+ advocacy is over
QueerAF ‘Queer Gaze’: I just learned this famous Nazi book burning happened at world’s first trans clinic
Outvertising Blog: Is adspend funding an increase in LGBTQIA+ hate crime?
Campaign: Is adspend funding an increase in LGBTQIA+ hate crime?
DIVA Magazine: Marty Davies explores the transfem mirror that is the singer’s Gloria era
Campaign: Being non-binary in adland
Creativebrief: RISE Trend Report 2022 contribution ‘Trans is not a trend’
The Drum: Outvertising explains trans liberation mission after ‘Safe To Be Me’ boycott
Campaign: How should brands work with UK’s Drag Race queens?
Campaign: I was told to 'dial down' my homosexuality

Journalism
Guest Editor for QueerAF: Understand the LGBTQIA+ news: Landmark asexual report, Queer voices for Palestine letter and Pride In London
QueerAF: Olly Alexander joins 1300+ LGBTQIA+ people calling for Palestine ceasefire
QueerAF: Asexual people face vast and shocking discrimination in healthcare and work

Comment/Quote:
Creativebrief: Brands sign on to sponsor first ever Trans+ History Week
DIVA: Trans+ History Week secures vital corporate sponsorship
PinkNews: ‘Trans people always existed’: New resource shines a light on trans history
Campaign: WPP, Google and Wacl among backers of trans+ allies collective
Forbes: Overcoming Gay Shame And Turning It Into Your Most Insightful Skill
Campaign: What more do social media companies need to do to protect younger users?
ITV News: Brianna Ghey's father calls Sunak transgender jibe in Commons 'dehumanising'
Videoweek: Do Homophobia and Transphobia Persist in the Advertising Industry?
Forbes: New Week Will Recognise Millennia-Old History Of Gender-Diverse People
PinkNews: Trans+ History Week May 2024 QueerAF
DIVA: QueerAF to launch a Trans+ History Week in May 2024
HuffPost: Trans+ People Are Under Attack. Here's What You Can Do To Help
PinkNews: Elon Musk: A smart businessman or an ‘impetuous narcissist’?
AdWeek: Virgin Atlantic Is Not Doing Inclusion Quietly
QueerAF: Brands should look after LGBTQIA+ creatives featured in their campaigns
PinkNews: Less than 10 per cent of Brits believe brands support Pride out of ‘sincere desire’
Forbes: Trans People Are Loved
Campaign: Top media agencies urge brands not to hold back on LGBT+ campaigns
Forbes (Editor’s Pick): How Pride Month Backlash Will Affect The Rainbow Logo Era
Forbes: Ogilvy, Havas And 30 Ad Agencies Urge Brands To Brave Pride Backlash
The Drum: What should brands do during Pride?
The Media Leader: Nielsen: LGBTQ+ community more likely to see streaming as most inclusive media

Interview
Kate Levine’s ‘Power to make change’ podcast: Let's Talk About Trans+ Issues
New Digital Age: NDA Meets series
Gay Times: How trans+ history is being put top of the curriculum in summer 2024
MyGWork: Meet Trans+ History Week Founder Marty Davies
The Media Leader: ‘You should plan as if you will get backlash’: Outvertising boss warning
The Speakeasier Podcast: Marty Davies – How brands can stand with trans+ communities
Creativebrief: Braving backlash and tackling transphobia
The NABS Podcast: Visibility, pride and the magic of running with Marty Davies
TransMission PR Podcast: Fives reasons brands must stand their ground
PinkNews: Trans visibility in advertising, work and the clean slate phenomenon
LBB Online: Trans+ Inclusion in the Workplace with Across the Pond
Marketing Beat: ‘The silence is deafening’ – World Cup sponsors need to support LGBTQIA+ all year round, says Outvertising
Creativebrief: Marty Davies on how the industry needs to accelerate inclusivity for the LGBTQ+ community

Featured
DIVA: The DIVA Power List 2024 has arrived!
IPA: IPA celebrates 30 inclusivity trailblazers on iList 2024
Creativebrief: WACL Talent Award 2024 winners announced
Campaign: A List 2024
IPA: iList Shortlist 2024
Campaign: IPA reveals contenders for 2024 iList
The Media Leader: Stop editing yourself into oblivion
PinkNews: 21 LGBTQ+ activists we looked up to this year
Campaign: MEFA Diversity & Inclusion Awards 2023: What makes a winner?
Creativebrief: Outvertising research reveals LGBTQIA+ attitudes to advertising
Campaign: The Lists 2023: Trailblazers
Campaign: UK’s LGBTQIA+ consumers more likely to recommend products seen in ads
DIVA: New report finds that only 25% of LGBTQIA individuals feel happy with their body image
QueerAF: Understand the LGBTQIA+ news: Trans+ History Week, Roman Emperor, Adult Human Female screening
QueerAF: We're launching a Trans + History Week. Join us
The Media Leader: ‘You should plan as if you will get backlash’: Outvertising boss warning
Campaign: What LGBTQIA+ allyship in advertising looks like from Outvertising Live 2023
Campaign: LGBT+ visibility to take centre stage at Outvertising Live 2023
Campaign: Media For All Diversity & Inclusion Awards shortlist revealed
Creativebrief: Get comfortable with the uncomfortable
New Digital Age: NDA’s Media Pride event: “Right now, the LGBTQIA+ community needs advocates, not allies!”
New Digital Age: NDA and Outvertising launch Blueprint for Change report to help drive LGBTQIA+ inclusivity
Outvertising Blog: Marty Davies, Joint CEO of Outvertising, appointed to the Mayor of London’s Advertising Steering Group
New Digital Age: NDA launches Media Pride initiative focused on the LGBTQIA+ community
PinkNews: Trans HS2 crane operator opens up about her ‘validating’ return to work post-transition
QueerAF: Understand the LGBTQIA+ news: Trans Chess Ban, Clapham Stabbing, 'Toilet Tsar' rumour and Lionesses
InPublishing: The PinkNews Awards returns for a tenth year
NBC News Heineken CEO on Bud Light campaign fallout: ‘You need to stand for your values’
Creativebrief: NABS launches podcast to promote mental wellness at work
The Herald: Time we stop buying into commercial falsehoods
Creativebrief: Authentic allyship extends beyond Pride
Creativebrief: No Pride Without Trans Pride
QueerAF Newsletter: Understand the LGBTQIA+ news: Queer worries, Advertiser action, #ApologiseNow and more
The Drum: ‘Not all rainbows and sunshine’: agency leaders on making the Pride Pledge a reality
PinkNews: Campaign Magazine appoints Marty Davies as first transgender columnist
Campaign: Campaign appoints first transgender columnist
PinkNews: Over 60 organisations urge brands ‘not to waver’ in face of Pride campaign backlash
Marketing Week: Brands urged to stand behind their Pride campaigns
PinkNews: Experts share advice for better trans and non-binary inclusion at work: ‘A lot of us are hidden’
PinkNews: There’s a simple reason Bud Light works with stars like Dylan Mulvaney – it’s really good for business
LBB Online: Interview: How these famous campaigns got a queer makeover
Campaign: Outvertising rewrites famous ads to be more LGBT+ inclusive
Marketing Beat: LGBTQIA+ ad industry advocate group calls for brand and agency ‘allyship’ during World Cup
Campaign: Outvertising calls for better brand allyship amid World Cup LGBTQ+ row
AdWeek: LGBTQ+ Ad Organization Calls on Brands to Condemn World Cup Restrictions
Creativebrief: Outvertising calls on brands to step up and speak up at World Cup
LBB Online: Stand By LGBTQIA+ Rights During World Cup, Outvertising Urges Advertisers
Marketing-Interactive: Adland LGBTQIA+ community asks brands to stick by promise at World Cup 2022
PinkNews: Legacy media pushing false, misleading narratives about trans people to ‘create fear’
Campaign: Future Leaders 2022: Marty Davies
Campaign: Future Leaders 2022: Adland's top 30 rising stars
Campaign: Open letter calls for greater inclusion of LGBT+ women in advertising

Speaker
Lesbian Visibility Workplace Conference 2024
TikTok 2024
Hilton Group 2024
Bloomfest 2024
Outvertising Live 2023
Conscious Ad Network’s Conscious Thinking 2023: Fireside chat
We Create Space x WeWork : Trans Voices 2023
Havas National Inclusion Week 2023
New Digital Age’s Media Pride Launch 2023
EssenceMediacom Pride event 2023
AMVBBDO Pride event 2023
PinkNews Trans+ Summit 2023
draftLine for AB InBev 2022
forpeople 2022
Outvertising Live 2022
Conscious Ad Network’s Conscious Thinking 2022
McCann London Pride event 2022

Awards Judge
PinkNews Awards 2023
Purpose Awards 2023
DMA Awards 2020, 2021, 2023

Want to commission me to write something or invite me to speak?

👉 hello@smartypantsmarty.com 👈

Marty Davies (she/they)
Founder & Creative Strategist

Marty Davies is a proud attention-seeker. She is a multi-award-winning creative strategist, campaigner, writer, advertising industry thought-leader and changemaker. She sits at the intersection between LGBTQIA+ culture, history, rights and the creative industries and attention economy.
Frustrated with the state of inclusion, Marty founded their own creative strategy consultancy in 2018 - Smarty Pants Consultancy - that’s historically specialized in customer activation and retention. They’ve won awards for their customer engagement strategies, including best use of AI at the DMA Awards. Their small team has helped unlock over €100m in incremental revenue for their clients. They were named one of Campaign’s Future Leaders in 2022 and a Campaign Trailblazer in 2023
*The consultancy has evolved over the past year to support brands and agencies seeking to get LGBTQIA+ inclusion right in their creative campaigns and in their product and service experience design.*
She also drives change as the Joint CEO of Outvertising – the advertising industry’s LGBTQIA+ advocacy group and is Co-Founder of the grassroots community Trans+ Adland. She was awarded “highly commended” in the Business Trailblazer category at PinkNews Awards 2023 and in the Change-maker category at Media for All awards for their work driving LGBTQIA+ representation and inclusion within the ad industry.
In 2023, Marty was appointed Campaign Magazine’s first transgender columnist when their viral piece – “is adspend funding an increase in LGBTQIA+ hate crime?” – woke the industry up to their complicity following the murder of trans schoolgirl Brianna Ghey.
Witnessing a coordinated backlash against Trans+ talent in ads, Marty led Outvertising’s call for brands to stand their ground during Pride Month 2023. 120+ organisations endorsed the intervention including WFA, WPP, GLAAD and Stonewall – and the top 10 media agencies (representing £6.9Bn.) committed to divesting adspend from disinformation in the media. PinkNews shortlisted Outvertising for Charity/Community Group of the Year 2023 in recognition of this impact.
She also sits on the London Mayor's Advertising Steering Group as an LGBTQIA+ advocate and industry expert - helping steer policy for TfL's advertising estate - which is the largest outdoor media portfolio in Europe.
They have written for QueerAF and DIVA on queer history and culture. And in November 2023, with QueerAF, they announced their plan to introduce Trans+ History Week into the calendar in 2024 - the initiative has been supported at launch by Stonewall, Queer Britain, DIVA, Pink News, Not A Phase, London Trans+ Pride and many other organisations.

Accolades/Awards
The DIVA Power List 2024
IPA iList 2024
Inside Out® Community Advisor
First trans+ winner of the WACL talent award (2024)
Campaign’s A List 2024
QueerAF Disruptor 2024
PinkNews Top 21 Global Activists 2023
’highly commended’ Media for All Awards ‘Change-maker’ 2023
’highly commended’ PinkNews Awards ‘Business Trailblazer’ 2023
Campaign Top 10 Trailblazer 2023
Pitch Super Person 2023
PinkNews shortlisted Outvertising for Charity/Community Group of the Year 2023
Member of NDA’s Media Pride council 2023 - present
Mayor of London’s TfL advertising steering group 2023 - present
Campaign & Creative Equals’ Future Leaders List 2022
DMA Awards 2020 – Silver – Best Use of AI
Engage Awards 2019 – Best Use of Customer Insight 2019