Folk adds two senior hires amid record growth


Creative communications agency Folk has bolstered its team with two new appointments following record growth in 2022, a rebrand and new mission to make inclusive comms in the industry the norm.

Folk hires

Amy Martin (right, main pic) has joined the agency to create impactful and inclusive PR campaigns as Account Director.

She will work across numerous clients which include Veygo (part of the FTSE 100 Admiral Group), Atradius and the Welsh Government.

Martin, joined from dash cam brand, Nextbase, where she led the global PR team and oversaw campaigns to drive awareness and launch new products.

Prior to that, Martin held in-house and agency roles in London.

On joining Folk Martin said:”Successful PR is the culmination of insight, strategy, creativity and teamwork. This is something I saw reflected in Folk.

“Beyond an impressive client list, I saw an opportunity to work with amazing people, a  team that is inspiring, talented, and supportive, in an environment in which I believe I can truly grow.”

Rhian Drummond (left, main pic) will join the Cardiff-based agency as Senior Creative to bolster Folk’s public sector capabilities.

A passionate advocate for inclusive communications, Drummond has extensive experience working on public sector campaigns, including the award-winning work for National Adoption Service Wales, Welsh Government and Transport for Wales, and creating multilingual campaigns.

“I couldn’t be happier to be joining Folk at such a pivotal moment in their growth,” said Drummond.

“I have been freelancing with some great clients but I was always open to going back agency-side for the right agency with the right values and drive to challenge the status quo of our industry and its lack of diversity.

“I believe Folk is that agency. I’ve always been passionate about inclusivity and representation in comms and advertising, It was refreshing to see that Folk truly practise what they preach.

“With the powerful addition of The Real Folk Panel, I’m excited to work on campaigns that are truly transformative of our society.”

The new appointments at Folk follow a record year of growth in its 2021/2022 financial year, with income up 56%.

Its rebrand and agency refocus has also had a significant impact on agency growth in H1, with fee income up 85% YOY in 2022/2023, across insights, strategy, creative campaigns as well as news-jacking and content generation.

Martin and Drummond commence their roles immediately.