W COMMUNICATIONS ACQUIRES EDINBURGH-BASED AGENCY STEELY FOX
LOTUS joined forces with W Communications in October 2018, launching a new agency offering in the travel landscape.
Following a number of joint successes, we are now delighted to welcome W Scotland into the W fold following the acquisition by W Communications of Edinburgh-based agency Steely Fox.
W Scotland offers clients an unrivalled understanding of Scottish media and consumers, along with a shared commitment to outstanding and award-winning work.
The deal marks W’s commitment to ensuring brands across the UK can access deep, granular expertise of the highly-competitive £175 billion Scottish market.
Steely Fox, which grew from its Scotch whisky expertise, will be evolved into a Scottish specialist team, incorporating W’s award-winning social and digital PR capabilities to the former’s expansive network and knowledge of the Scottish market.
Understanding the nuances of Scottish consumers is increasingly important to UK-wide brands looking to make a footprint north of the border.
Equally, Steely Fox has years of expertise in successfully taking Scottish brands – their accent, mystique and trustworthiness – to the wider UK population, which W will leverage to amplify British brands across the world.
Founder and global CEO Warren Johnson has known Steely Fox founder and managing director Rory Steel since 1998. They have worked together on campaigns for brands including Hendrick’s Gin, Lidl, The i newspaper, and Sailor Jerry rum.
Steel will move into an advisory role and Emma Dunn has been appointed as head of W Scotland.
Jules Ugo, CEO of LOTUS says; "Since joining forces with W Communications in 2018, LOTUS has gone from strength to strength with a number of high profile wins tapping into both agencies' strengths. Given the current climate, a more localised approach from agencies will be essential and Steely Fox' deep drinks experience is a huge complement to many of our travel and food brands. We are delighted to further our joint proposition with this acquisition and we look forward to collaborating with them."
Image credit Dylan de Jonge, via Unsplash.