BrandContent tackles diversity in marketing as part of Folk rebrand


Multi award-winning creative communications agency BrandContent has rebranded to Folk as part of its ongoing mission to make representation and inclusion in comms the norm.

BrandContent rebrands as Folk  

The Cardiff-based independent agency, which employs 14 people and was founded by CEO Sharon Flaherty in 2014, has rebranded to Folk to emphasise its commitment to creating unwaveringly inclusive campaigns, and to mark its shift away from a brand name defined by a marketing discipline. 

As part of the evolution of the 8-year old agency, Folk has developed The Real Folk Panel, a collective of communication consultants from diverse backgrounds, all passionate about improving inclusivity in communications and advocating for communities whose voices are too often ignored in the industry. 

The panel includes experienced communications professionals and those working in the creative industry representing different ethnic groups, genders, abilities, sexual orientations, ages as well as different religions.

The Real Folk Panel of consultants will support Folk’s clients with campaign planning, brand communications consultancy and carry out tailored audits of existing client work to assess inclusiveness as well as taking part in focus groups and bespoke workshops to help shape more inclusive work. 

Being part of the creative industry themselves, means Folk’s consultants can provide solutions-based advice with the additional layer of their personal and intersectional, lived experience.

As part of the rebrand, Folk has also launched its insights platform, enabling brands to gather proportionally representative insights from thousands of individuals with intersecting identities. 

The platform will help brands understand how they can better resonate with hard-to-reach audiences, inform their strategies and test creative work.

For the agency rebrand to Folk, the logo and colour palette selected was chosen after testing with The Real Folk Panel as well as working in partnership with organisations including the RNIB. 

It meets AAA website content and accessibility guidelines (WCAG 2.1) for design principles and conforms to a minimum AA standard.

The rebrand to Folk follows a record year at the agency whose core offering is focused on insights, strategy and full-blown creative campaigns as well as media relations including newsjacking, content generation and influencer relations. 

Revenue at the agency is up 62% YoY with a projected 50% rise in revenue for the year ahead. 

Sharon Flaherty, CEO of Folk said:  “A series of challenges in my personal life led me to think about how often I saw or met people with disabilities, leading me to question, why not? 

“I couldn’t get past the fact that people with disabilities and those from marginalised groups are cast to the fringes of society and I realised as a CEO of a creative communications agency, I could do something about it. 

“It was from here, the rebrand and The Real Folk Panel was born. 

“I want to do what we can as an agency to make sure broader representation and inclusion in PR and marketing becomes the norm.”