Charles & Dean brokers deal with Diffusion as it undergoes business expansion


Following a competitive pitch process, Charles & Dean, the independent asset finance broker for ambitious individuals and businesses, has appointed Diffusion as its PR agency in the UK.

Diffusion’s brief is to focus on promoting Charles and Dean’s broad range of finance options for businesses. Founded in 2011, Charles & Dean’s specialist team of independent finance experts have worked with over 6,000 businesses and individuals to arrange bespoke finance solutions to help fund ambition and growth. It has secured over £120 million of funding for SMEs in the last 12 months. With headquarters in Stamford and a second office opening in Mayfair, London, this month, Charles & Dean is building on its success to date, putting itself in an even stronger position to continue funding clients’ ambitions while keeping customer service and an infectious culture at the heart.

Through a focus on thought leadership and rapid response to the daily business media agenda, Diffusion’s campaign will position Charles & Dean as trusted advisors for businesses on how to access finance to grow during a period of economic volatility.  Diffusion will also look after the corporate profiling for the company’s founders and drive strategic messaging around supporting small business finance in key vertical sectors.

Sophia Abdallah, Data and Projects Manager, Charles & Dean, commented: “Diffusion understood our brief from the outset and they were able to bring creativity to B2B PR which will no doubt help us to build trust and generate attention in a competitive sector. Diffusion’s deep industry knowledge of SMEs stood out in particular, and was clearly reflected in the ideas and campaigns they shared with us.

As a finance broker that is doing things different in a relatively traditional sector, we felt a particular synergy with Diffusion’s mission to enable innovators to take on the status quo. Their track record of helping challenger brands punch above their weight and secure coverage in mainstream business media very much stood out. We’re pleased to be working with Diffusion as we embark on the next chapter for Charles & Dean.”

Ivana Farthing, Managing Director, Diffusion UK, adds: “The pandemic and other economic shocks have continued to fuel market uncertainty and chilled business investment over the last few years. While being particularly susceptible to the effects of this volatility, SMEs in all sectors need to continue to invest to help growth. From financing new fleets of vehicles for coach operators, to purchasing fruit-picking robots that address skills shortages in the agriculture sector, Charles & Dean is committed to supporting businesses across all sectors and backgrounds. We’re looking forward to telling the human story behind business finance and establishing Charles & Dean as industry leaders, and the backer of a new Productivity Britain.”