How a Marketing Agency in Aberdeen Became a Global Force in B2B

“We started on a kitchen table. Now we’ve got a team spread across three continents. It’s been quite the ride.”

When people think of a marketing agency in Aberdeen, they don’t always picture a business with global clients, multiple international offices, and award-winning campaigns. But that’s exactly what Fifth Ring has become over the past 30 years.

In a recent ChamberTalk interview, our co-founder, Ian Ord, sat down with Aberdeen & Grampian Chamber of Commerce to reflect on the journey—how it all started, what’s changed in the world of B2B marketing, and why Aberdeen is still at the heart of it all.

Built in Aberdeen. Grown everywhere.

Fifth Ring was born out of a frustration with the old agency model, where every challenge was answered with the same tool. Need help? Here’s a press release. Or a rebrand. Or an ad campaign.

But Ian and the team wanted to do things differently. From day one, the focus was on understanding the problem first, and then bringing together the right mix of strategy, creativity, and execution to solve it. That mindset is what turned a local startup into an international B2B marketing agency, with Aberdeen still firmly at its core.

“Aberdeen’s been the bedrock of our success. It shaped how we work and the sectors we work in, but it’s never limited our ambition.”

The buyer has changed. So has marketing.

Back in the early days, marketing was all about awareness. You got the name out there, then the sales team took over. Today, the line between marketing and sales is blurrier - and it is more important - than ever for them to work together.

Ian talks about how B2B buyers now do their own research, form preferences before you even know they exist, and expect a seamless experience from first click to signed contract. That’s changed what our clients need from a marketing agency, in Aberdeen or anywhere else.

“Marketing now plays a much bigger role in the full customer journey. It’s no longer just about being seen. It’s about being chosen.”

What keeps us moving forward?

Fifth Ring has always been driven by a mix of creative thinking and commercial discipline. But the real secret? The people. As Ian says, the key to success in any agency is talent, culture, and the ability to evolve again and again.

Last year alone, Fifth Ring was named one of the best places to work in the agency sector. We were also shortlisted as Global Agency of the Year. Not bad for a team that started in the north-east of Scotland.

“We’ve got an environment where people are challenged to do their best work and supported to actually do it.”

Watch the full interview with Ian Ord on ChamberTalk below.