Wagonex puts Folk in driving seat for PR and audience brief


Cardiff-based inclusive communications agency Folk is celebrating further growth with vehicle subscription business Wagonex appointing the agency to drive its consumer PR and audience acquisition.


Wagonex has called upon Folk to run consumer press including news-jacking. Folk will also develop a creative brand platform for Wagonex informed by the agency’s Real Folk Panel – a community of inclusion and accessibility consultants.

The third part of the brief is to implement their paid social strategy communicating how car subscription works.

Rhian Jones, Head of Marketing at Wagonex, said: “We are excited to be working with Folk as we step up our efforts to establish the brand among drivers this year.

“Throughout the pitch process we’ve been impressed with their creative ambition and passion for inclusivity in comms.

“We’re looking forward to seeing how they bring our brand to life through an exciting new creative as we set out to redefine the future of car ownership.”

Folk has been going from strength to strength following its rebrand last November. The agency said it has a mission to make representation and inclusion in the industry the norm and part of all client work.

In 2022, Folk saw a 62% revenue increase year-on-year reporting healthy profits and doubling its employees.

Sharon Flahery, CEO of Folk, said: “We’ve had a brilliant start to 2023, refocusing our passion for people and diversity as well as growing the business at pace.

“It’s been wonderful to welcome amazing new talent and it’s even better to be working with new clients like Wagonex and seeing where we can take them in the coming months.

“Since our rebrand, we’ve seen huge growth in the number of clients wanting to work with us and we know that’s in part down to the fact we are very clear about our mission of tackling under-representation in comms and people are attracted to that.

“We can’t wait to showcase some of our latest work to the industry.”