Agitator is a branding, marketing, and PR consultancy founded by author, campaigner and iconoclast, Matt O’Connor. Operating outside the straightjacket of conventional norms and swimming against the tide of conformity, Matt’s “shock’n’roll” philosophy creates disruptive headline-grabbing campaigns and memorable PR events.

The Icecreamists incurred the wrath of Lady Gaga and the Sex Pistols respectively, who threatened to sue him over “Baby Gaga” breast milk ice cream and “The Sex Pistol” viagra ice cream. The Licktators created the “Magic Whip” ice cream for British rock band Blur’s album of the same name for which Matt was given a framed disc to recognise sales in the UK in excess of 100,000 copies. In 2011 his book "The Icecreamists" was published by the Octopus Publishing Group.

Embracing what it describes as “creative disruption”, Agitator offers clients a diverse range of services including Brand Naming & Creation, Intellectual Property Development, New Product Development, Recipe & Menu Development, Creative Direction for Brands, Copywriting, Campaign Creation & Development, Public Relations including TV, Media, Social Media and On-line Campaigns, Media Training, High Profile Public Events, Strategic Advice for Brands, Creation & Development of Social & Political Campaigns.

Agitator has worked with Selfridges, Fortnum & Mason, Cadbury, Del Monte and Britvic on a number of FMCG projects.

Matt is also the founder of Fathers4Justice. In 2005 he was named GQ Magazine’s 7th Top Communicator in the UK, GQ Magazine’s 92nd Most Powerful Man in Britain, Esquire Magazine’s 35th Most Powerful Man in Britain Under 50 and one of twenty people shortlisted for the Royal Society’s Great Briton of the Year Awards. In 2006 he sold the motion picture rights to his life story to Buena Vista pictures, part of the Walt Disney group. In 2007 he published his first book “Fathers4Justice: The Inside Story” through the Orion Publishing Group.

“If ice cream was rock’n’roll, then Matt O’Connor would be its Keith Richards.” The Sunday Times Style Magazine

“King of ice cream. Master of controversy.” Liz Hoggard, The Evening Standard

“A verbal machinegun.” Cole Moreton, The Independent

“An attention-seeking mastermind…” Andrew Mueller, The Independent on Sunday

“…fiercely intelligent, charmingly foul-mouthed and a fantastic turn of phrase. Few could equal O’Connor when it comes to taking a conversational thread, yanking, unravelling and generally running with it.” Will Self, Author & Journalist, GQ Magazine

“O'Connor has taken communication to a new pro-active level.” GQ Magazine's 7th Top Communicator in the UK, 2005

"...he displayed great humour, eccentricity and innovation in raising awareness of a very serious social issue." The Royal Society, Great Briton of the Year Awards, 2005

“Mastermind of some of the biggest political stunts of recent years.” Esquire Magazine

“…when historians look back on British Society at the start of the third millennium they will accord an important chapter to the men in tights.” The Times Newspaper, January

The Icecreamists Concept development, recipe development, branding, marketing and PR of The Icecreamists brand with a 3,500 sq ft pop-up installation in Selfridges flagship Oxford Street store in 2009. Subsequently directed the brand onto critical acclaim and global notoriety.

The Sex Pistol, The Icecreamists Concept development, recipe development, branding, marketing and PR of a ‘Viagra’ ice cream for The Icecreamists called the ‘Sex Pistol’ which The Sex Pistols attempted to ban.

Antonio Federici Gelato Italiano Concept development, recipe development, branding, marketing and PR of the Antonio Federici brand. Winner of 'The Best Ice Cream in the World' Award 2009 at the International Ice Cream Consortium Awards. In 2012 and 2013 Antonio Federici was included on the list of Britain’s Coolest Brands compiled by the CoolBrands Council.

UK's First National Ice Cream Week Created and launched the UK’s first National Ice Cream Week.

The Daniel Craig Ice Lolly, Del Monte Design, production and PR of the Daniel Craig 'Licensed to Chill' Ice Lolly, Del Monte.

“Del Monte Licks Opposition with Reputation-Saving Product.” Brand leaps from bottom to top of of Kaizo Advocacy Index which measures the on-line reputation of the world’s top 20 brands. Said Kaizo, “Del Monte Licks Opposition with Reputation-Saving Product.”

Antonio Federici 'Immaculate Conception' Advert Design, production and PR of the Antonio Federici 'Immaculate Conception' Advert, 2010. Worldwide publicity after the advert is banned by the Advertising Standards Authority three days before the Pope’s UK visit in 2010.

Flake 99 Rollercoaster Viral, Blackpool Concept and production of a Cadbury Flake 99 Rollercoaster viral where participants were challenged to eat their Flake 99 ice cream at speeds of up to 50 miles per hour upside down.

Baby Gaga, Breast Milk Ice Cream, The Icecreamists Concept development, recipe development and PR of the world’s first breast milk ice cream for The Icecreamists, the notorious ‘Baby Gaga’. Banned and unbanned by Westminster Council. Subject to legal threats by Lady Gaga who called The Icecreamists ‘provocative and nausea-inducing’.

World's First Amphibious Ice Cream Van, Cadbury Design, production and PR of the world’s first amphibious ice cream van for Cadbury Flake 99 ice cream.

The David Hasselhoff ‘Hoffsicle’ Ice Lolly Design, production and PR of the ‘Hoffsicle’ ice lolly for Del Monte with David Hasselhoff.

R Whites ‘Secret Lemonade Licker’ advertisement, Britvic Design, production and PR for the recreation of the iconic R Whites ‘Secret Lemonade Drinker’ ad 39 years after the original was broadcast using the original cast.

Cadbury Golden Lolly Stick Campaign, Covent Garden Design, production, sampling and PR for the Cadbury Dairy Milk Golden Lolly Stick Campaign. 20,000 people sampled over one weekend from a ‘cold vault’ in Covent Garden. One person won a £10,000 golden lolly stick hidden inside a Cadbury Dairy Milk ice cream.

Cadbury Ice Cream London 2012 Olympic Campaign Design, production and media buying for a £250,000 bus and taxi campaign for Cadbury Ice Cream during the London 2012 Olympic Games.

The Icecreamists Book 'Ice Creams, Vice Creams & Other Guilty Pleasures' Written by Matt O’Connor. Produced by Octopus Publishing.

The Vice Lolly, The Icecreamists Concept development, recipe development, branding, marketing and PR of the ‘Vice Lolly’, produced from a Walther PPK gun mould. Made with Absinthe and Holy Water and stored in a sub-zero gun cabinet.

Freau Chilled fruit water with botanical notes.

O’Connors of Kerry Luxury Irish Coffee Chocolates / Smoked Irish Coffee Liqueur.

Mojo Eyewear Concept development, design, production supervision, branding.

St M St Matthew, London, luxury lifestyle brand including fragrance and jewellery development.

Foulmouthed Punk British Wine Brand.