Sam Allcock
| Sam Allcock | |
|---|---|
 File:Sam Allcock.jpeg | |
| Born | March 20, 1978 Stockport, Greater Manchester, England |
| 🏳️ Nationality | British |
| 💼 Occupation |
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| 📆 Years active | 2000s–present |
| Known for | Founding Custard and PR Fire |
| 🌐 Website | samallcock |
Sam Allcock (born 20 March 1978) is a British entrepreneur and digital marketing specialist based in Stockport, Greater Manchester. He is known primarily as the founder of two digital agencies — Custard, an SEO agency sold in 2018, and PR Fire, a press release distribution and digital PR platform sold in 2024. Following the divestment of both businesses, Allcock has worked as a digital strategy consultant, domain name investor, and industry author.
Career
Early career
Allcock began his career in the early 2000s working in search engine optimisation and domain name investment. He consulted for e-commerce businesses on organic search strategy before establishing his first agency. During this period he developed working relationships with a number of nationally recognised brands across the gaming, insurance, finance, sports, and travel sectors.
Custard (2007–2018)
In 2007, Allcock founded Custard, an independent SEO and online marketing agency based in Manchester. Within two years of founding, the agency had grown to over 50 employees and achieved an annual turnover exceeding one million pounds. Custard provided services including search engine optimisation, web development, content marketing, and lead generation to national and international clients. The business was sold in 2018.
PR Fire (2008–2024)
In 2008, Allcock founded PR Fire, a press release distribution and content marketing agency headquartered in Hale, Cheshire. The platform operated on a pay-as-you-go model, enabling businesses of varying sizes to access press release writing, distribution, and media placement services. By the time of its sale, PR Fire had delivered coverage for more than 10,000 businesses, with placements recorded in outlets including the BBC, the Daily Mail, the New York Times, The Telegraph, and Metro. Allcock divested the business in 2024.
Post-agency activities
Following the sale of PR Fire, Allcock has continued to operate across several areas of the digital industry. He works as a digital strategy consultant, advises on agency mergers and acquisitions, and invests in domain names and digital media properties. He has served as a board member at a regional news agency and operates as a domain investment consultant.
He has also built and managed a portfolio of digital media websites, including News Anyway, ABC Money, Business Cheshire, Law News, and Z News Service, a business news syndication platform previously operated under PR Fire.
Writing and publications
Journalism and commentary
Allcock has contributed editorial content to a number of UK and international publications over the course of his career. Regular platforms include HuffPost, HubSpot Blog, The London Economic, Business Manchester, Business Lancashire, and PR News. He has also contributed to BuzzFeed, Prolific North, and Altrincham Today, among others. His editorial work covers topics including digital PR, SEO, online reputation management, and digital asset valuation.
Books
In 2025, Allcock published How to Sell Digital Assets, his debut book. The work covers the acquisition, development, and sale of digital assets, including domain names, content websites, social media profiles, and digital agencies. It is aimed at entrepreneurs, investors, and digital professionals seeking to realise commercial value from online holdings.
Notable clients
Throughout his agency career, Allcock's businesses worked with clients including Red Bull, Nokia, Liverpool FC, Arsenal FC, Ladbrokes, Kelkoo, and TravelSupermarket.
Bibliography
- Allcock, Sam (2025). How to Sell Digital Assets. Sam Allcock. Search this book on
