Located in Soho in New York, Smarts is a global PR and creative agency that builds brands with Cultural Endurance. The business has bases in Amsterdam, London, Belfast, Glasgow and New York – the New York office launched in 2021 and is headed by Mike DaRe.

Mike also co-leads on Smarts’ ‘Creator Hub’ offering, which launched in 2023. Building on existing global talent and influencer work, the 'Creator Hub' forges global partnerships between brands and content creators, aiming to co-create with cultural traction and dynamic talent. The offering builds on 15 years' experience in influencer and talent marketing, working with Melissa McCarthy, Peggy Gou, Snow Patrol, Jenson Button, Dua Lipa, and brands like Johnnie Walker, ASICS, Bosch, and North Face.

Prior to founding the Smarts US business, Mike spent the previous decade leading earned media, entertainment, sponsorship and culture-led marketing plans for Diageo brands including Crown Royal, Bulleit Bourbon, and Johnnie Walker. Prior to that, DaRe spent nine years on the agency side, devising and implementing campaigns for clients such as MasterCard, Proctor & Gamble, LG Electronics, Reebok and Microsoft Xbox.