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.