School Reports 2016: Fold7

Carlsberg
Carlsberg

2015 was a significant year for Fold7, which strengthened its leadership team but lost its biggest account. 

The shop parted ways with Gocompare.com in April, overshadowing an otherwise good year in which Fold7 picked up six new clients, including Wonga and Ann Summers.

Despite Fold7’s "Llandofsavingmoney" work being named one of the most-recalled ads in 2014, Gocompare.com wanted to bring back Gio Compario. Fold7 can blame Peter Wood – who took over Gocompare.com in 2015 and has always had a fondness for the work of Siân and Chris Wilkins (the creative team behind Gio Compario).

A week after losing the account, Fold7 announced it had hired Marc Nohr, the co-founder of Kitcatt Nohr, as its first chief executive. In early 2016, Fold7 also poached Simon Learman, the Adam & Eve/DDB international creative director, as the executive creative director. Learman’s experience on Unilever and Lipton will be key as Nohr seeks to help Fold7 become a "destination brand for client and talent".

Fold7’s best work was for Carlsberg. One print ad referenced Protein World’s "beach body" ads, while another celebrated the England cricket team’s thrashing of Australia. There was also a poster with a built-in beer tap.

The agency’s core metrics are on the up – staff numbers have risen and income has increased. But, after a year of change, Fold7 will be banking on its new leadership team to help it truly become a "destination brand".


How the agency rates itself: 7

"A busy year. We decided to say goodbye to Gocompare.com and the following week welcomed our first chief executive, Marc Nohr. The agency soon filled the new-business gap with six wins. It was a great year for awards – Campaign Big, Cannes Lion, plus six more for Carlsberg. Our global Samsung spot "accidents" topped US viral charts with 20 million views. To top it all, Simon Learman joined as executive creative director at the start of 2016."

Fold7
Type of agency Creative
Company ownership Independent
Nielsen billings 2015 £45m
Nielsen billings 2014 £47m
Declared income £5.2m
Total accounts at year end 19
Accounts won 6 (biggest: Magners)
Accounts lost 1 (Gocompare.com – resigned)
Number of staff 46 (+10%)
Key personnel Marc Nohr, chief executive
Ryan Newey, founder and chief creative officer
Simon Learman, executive creative director
Harry Sheward, managing partner
Sam Balderstone, head of production and content

Score key: 9 Outstanding  8 Excellent  7 Good  6 Satisfactory  5 Adequate  4 Below average  3 Poor  2 A year to forget  1 Survival in question

Footnote: *indicates where agencies claim the corporate governance constraints of the Sarbanes-Oxley legislation.

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