Noodl
London
Type of agency: Social-first entertainment
Founder: Claire Joines
Year founded: November 2025
Headcount: 10-15
Location: London
It has been non-stop, but in the best way.
Profile
Noodl is the newdl kid on the block, having set up shop less than six months ago. But there is already clear appetite for this fledgling agency from 32-year-old social-first creative expert and ex-Jellyfisher, Claire Joines.
It started with a photoshopped picture of Ronan Keating’s head on a capybara, which caught the attention of a London social media agency and kickstarted their career in social-first entertainment.
After stints at ITV, Jellyfish and Somethin’ Else, Claire began making a name for themself freelancing, which has since morphed into Noodl – an entertainment-first social studio powered by “internet nerds” who just love content.
Demonstrating oodls of potential, Noodl is already working with Netflix, the National Trust and HBO Max, for which the agency has been running Euphoria’s Season 3 EMEA campaign. Joining the books at the same time and making it a very busy Monday, HBO and the National Trust marked the official launch of Noodl in November.
Claire has also created their own proprietary product insights engine called ‘Fanfiles’ - a community of 100 superfans of various categories, from film and TV to history and nature. Born from an idea several years ago, Fanfiles got its registered trademark in April 2026.
Productising FanFiles is the next step, and Noodl will be building a B2C app where brands and agencies can engage with fans and send out requests for insights.
People-wise, the focus is on hiring based on vibes and interest, and Claire currently has 10-15 freelancers/”professional nerds” working on various projects. Most importantly, they are given the freedom to work on subjects they are genuinely passionate about.
Claire and Noodl are certainly bringing some great vibes to the industry, but whatever comes next, Claire will stay humble and "hopefully not hardened by the venture” in 10 years’ time.
Now it's time to make the agency a real thing publicly. Claire will be taking Noodl to Cannes this year, which we expect will pique the interest of many rosé -fuelled conversations.
To the Croisette...