Our Story
Intent* is an intentional partnership agency, founded by Ryan Cooper Henniker to help brands show up meaningfully in the communities they rely on.
After more than 15 years in senior roles at The LEGO Group and M&C Saatchi, including leading global brand work for Reebok, Ryan saw a growing gap between how businesses talked about community and how they actually invested in it. Intent* was launched to close that gap, building partnerships rooted in responsibility, participation, and long-term value.
Since then, Intent* has worked across the environmental, outdoor, sport, and wellness sectors, partnering with organisations including Bupa, The Wildlife Trusts, Rab, Mountain Warehouse, On Running, Transport for London, Yeti, Visit England, and adidas TERREX. Alongside client work, Ryan is a recognised voice for underrepresented communities, contributing to global media and advising public institutions, including local government.
Our philosophy is simple: leave a community more enriched than when you inherited it.
This principle shapes every partnership we build. We say less, do more, and focus on work that delivers for both people and planet.
What We Do
We believe shared experiences build stronger connections than messaging alone.
Our work helps brands reach people through real communities, trusted voices, and experiences that feel lived, not staged.
Reach People Through Real Communities
Community engagement campaigns (national and local)
Product seeding and kit sponsorships
UGC campaigns
Co-designed event partnerships
Long-term community partnerships
Expert Voices People Trust
Public speaking and hosted events
Panellists and consultants
Athlete health, adaptive sport, racial equality, and wellbeing expertise
Specialist workshops
Campaign Amplification & Advocacy
Ambassador programmes
Influencer strategy and management
Event production
UGC-led amplification
Film & Asset Production
Content grounded in real people, places, and experiences
UGC-led digital film assets for social
Long-form film development
