Sam Allcock
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Sam Allcock (born 20 March 1978) is a British entrepreneur, digital marketer, SEO specialist, author, and columnist. He is best known as the founder of two independently built digital agencies — Custard and PR Fire — both of which were successfully exited. Allcock is also active as a digital asset investor and domain investment consultant, and is a regular contributor to a number of UK and international industry publications.
Early Life and Career
Allcock began working in digital marketing in the early 2000s, initially focusing on domain name investment and search engine optimisation (SEO) for e-commerce brands. He developed expertise across a range of competitive verticals, including gaming, insurance, finance, sports, travel, and entertainment, consulting for major brands before founding his own agencies.
Business Ventures
Custard (2007–2018)
In 2007, Allcock founded Custard, an SEO and online marketing agency based in Manchester, England. The agency grew from a sole-trader operation to a team of more than 50 staff, achieving a seven-figure annual turnover within its first two years. Custard served national and international clients across multiple sectors, providing services including SEO, web development, design, content marketing, and lead generation. The agency was successfully divested in 2018.
PR Fire (2008–2024)
In 2008, Allcock founded PR Fire, a press release distribution and digital PR agency headquartered in Hale, Cheshire. The platform offered businesses a pay-as-you-go model for press release distribution, content creation, and targeted media placement. Over its operational lifespan, PR Fire delivered media coverage for more than 10,000 businesses, with placements in outlets including the BBC, Daily Mail, and New York Times. Allcock divested the business in 2024.
Digital Media Properties
Alongside his agency work, Allcock built and managed a portfolio of digital media and news websites, including News Anyway, ABC Money, Business Cheshire, Law News, and Z News Service, a business news syndication platform operated under PR Fire.
Digital Asset Investment
Following the sale of his agencies, Allcock has focused substantially on digital asset investment, acquiring and developing domain names, social media profiles, and content websites. He also works as a domain investment consultant and has served as a board member at a regional news agency.
Writing and Publishing
Allcock is a prolific industry writer and columnist. He contributes regularly to HuffPost, HubSpot Blog, The London Economic, Business Manchester, Business Lancashire, and PR News, among other platforms. His editorial coverage spans over 1,000 tier-1 publications.
In 2025, he published his debut book, How to Sell Digital Assets, a practical guide for entrepreneurs and investors covering the acquisition, development, and sale of online assets, including domain names and digital agencies.
Notable Clients
Over the course of his career, Allcock has worked with brands including Red Bull, Nokia, Liverpool FC, Arsenal FC, Ladbrokes, Kelkoo, and TravelSupermarket.
Social Media
- X (Twitter): @samallcock_
- LinkedIn: linkedin.com/in/samallcock
- Instagram: @sam_allcock
Bibliography
- Allcock, Sam. How to Sell Digital Assets. 2025.