• Swindon & Wiltshire Awards
• Tuesday September 29 2026

Swindon’s firm wins global award for people-first business model

A Swindon creative agency has beaten global competitors to win an international award for putting people and purpose at the heart of its business model.

GEL Studios has been named a winner at the Haier Zero Distance Excellence (ZeroDX) Awards, run in collaboration with the Haier Model Institute and the Business Ecosystem Alliance.

The accolades recognise organisations that apply “Zero Distance” principles — closing the gap between frontline teams and the customers they serve by giving employees greater ownership and accountability.

Founded by Graeme Leighfield in 2013, GEL Studios has grown into one of the South West’s largest creative agencies, operating at the intersection of human-centred design, digital delivery and positive change.

Over more than a decade, the agency has intentionally challenged traditional management structures, working with Simon Reindl, CEO of Advanced Product Delivery, to shape operations around direct client engagement and self-managing teams.

The result is a culture where trust and ownership guide how work is delivered, with team members encouraged to take responsibility for relationships and outcomes. That approach has supported strong employee retention, high client satisfaction and an efficient operating model, while strengthening charitable and community partnerships that have become a defining part of GEL Studios’ identity.

Earlier this year the agency formalised its people-first stance by handing 30% of the business to staff through an Enterprise Management Incentive scheme, in partnership with Vestd. Graeme said the move was about recognising that “the business only works because of the people in it”, shifting staff from employees delivering work to stakeholders with a direct interest in the company’s future.

“Winning this award is incredibly special because it validates a way of doing business we’ve believed in for years,” Graeme said.

“While many organisations still operate through layers of hierarchy, we’ve worked hard to build an environment where people are trusted to make decisions, solve problems and create value directly for clients. To see that recognised on a global stage is a fantastic achievement for our team.”

This year’s ZeroDX winners were announced at a major event in Beijing, with GEL Studios recognised alongside global names including Mercedes-Benz.