The Wilful Group, Greater London | Sortlist
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The Wilful Group

Greater London, United Kingdom
Delivering communications that accelerate progress for planet and people positive organisations
Wilful is a new kind of communications agency that works at the intersection of innovation and sustainability to amplify the ideas solving the world’s biggest problems. The Wilful team is on a mission to help clients in the transition to a low carbon, regenerative, fairer economy. Wilful’s task force approach blends disciplines to deliver an agile and adaptable client service drawing on the expertise of two well established agencies with a complementary focus: Cherish (, with its 20 year track record of working with mass market digital disruptors and Gong ( with its 17 year long focus on corporate and B2B, often in sustainable development. Headquartered in London, Wilful has a global network of partners: in Africa it is anchored by Gong’s business in Kenya and in Europe and the US it is represented by Over There, the group of independent agencies that Cherish co-founded.
23 people in their team
Speaks Arabic, English, French, Italian, Spanish... See more
12 projects in their portfolio
Sortlist member since 2023
Founded in 2021
7 awards conferred
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7 services offered by The Wilful Group

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  • Description
    Communicating without a strategy and messaging is like setting out on foot, without a map, wearing a blindfold to find someone with no name or address. Likely to be slightly all over the place.

    You might get lucky, bump into someone useful on the road and win them over with your charismatic chat. They might even tell a few other people how great you are, but unless you want to become the company’s wandering bard, you’ll need to get a plan together.

    It’s also worth stretching the analogy to acknowledge how busy and noisy the routes are out there. If you want to make a lasting impression through all that hustle and distraction, you’re going to need to speak clearly and make sure to say something that’ll get noticed.

    Our communications strategy workshop is designed to help you get off to a great start by answering several important questions:

    • What precisely are we saying and why should anyone believe us?
    • What is the context into which we are communicating our message?
    • Who else is in this space and how are they showing up? What are they saying?
    • How differentiated and memorable is our positioning? Does it need more focus?
    • Which audiences matter most and do they need slightly different things?
    • Which channels are best to reach those audiences?
    • Are there any key moments we need to take into consideration in our comms planning such as a launch or event?

    The workshop process takes around 3 days from start to finish but you and your team only need to be in the room for half a day. The outputs will be a comms strategy on a page, a key message house and a blueprint from which to develop a rollout and activation plan.

    This workshop is suited for a group of up to 6 people and can be delivered in person or remotely.


    People typically recall two or three things when they consume media in all of its forms, written, audio or visual. That’s why it’s a really good idea to be clear about the messages you want to convey and develop good stories, anecdotes and evidence that help them land well and stick.

    We have a tried and tested methodology to help discern which are your hardest working or ‘key’ messages that should always be included every time you communicate. We will help you figure out who are your best spokespeople (without any politics or ego getting in the way) and we rehearse and hone their ability to get the message across in an engaging and entertaining way. There’s nothing worse than a spokesperson talking explicitly about their message, it needs to be delivered as part of an attractive overall package, not hammered home without subtlety or it won’t land as intended.


    Working with media can be a time consuming and time critical activity, which is why many organisations outsource press office services. We offer a comprehensive service that covers everything from press release creation and distribution to media monitoring and handling in-bound media requests. Working effectively with media to increase coverage means taking the time to build relationships and thinking creatively about news and feature angles to increase traction. Where news is in short supply, we develop campaigns typically using research or case studies to create a focus. We also develop thought leadership and opinion pieces and handle all of the copy drafting and development.

    For our multi-national clients, we often run a strategic media hub, taking the lead on campaign and asset development for other agencies to localise and deliver materials locally, or we can serve as a UK office working into another lead agency or client department.


    Our team has many years of experience handling all kinds of crises from terrorist threats to shortseller attacks, from workplace fatalities to preparing responses to publication of critical NGO reports.

    Our expertise extends to working in a variety of cultures and regions handling situations that attract local to global news. We can also help with crisis preparedness as part of a broader reputation risk strategy that will identify potential threats and develop systems and processes in response.


    All too often we see high profile speaking and presentation opportunities squandered when spokespeople are either not very good at delivering their content or the content itself fails to impress. On the flip side, a strong presentation can take a company from obscurity to talking point. Paid keynote opportunities demand even more consideration to generate the right return on the investment, but even these are no guarantee of quality. As well as securing speaking opportunities, we can help put presenters through their paces or recommend coaches as needed to make the most of these platforms.

    For media interviews, we offer media training that builds confidence and skills to be able to navigate even the toughest of reporters. An organisation that has media ready subject matter experts who can jump on the news agenda to provide comment has a major advantage over its rivals. Beyond confidence and charisma, it’s important to be able to stay on message to make the most of each opportunity for the business.


    There are two sides to every story – or so the old adage goes. When it comes to reputation, businesses often need to set out their position on a variety of related issues. We are adept at developing assets and approaches to promote positive issues or help mitigate reputational risks. Issues that we have helped clients address by clearly setting out their policies and values include modern slavery, indigenous land rights and use, empowerment of female workers, diversity and inclusion and the war in Ukraine.


    What do the people inside your organisation think about it as a place to work? How do they view and experience the culture? Are they proud, longsuffering or just indifferent? Would they recommend working there to someone else? Workforce sentiment post COVID is more widely understood as a competitive differentiator. Happy people are more productive; inclusive cultures more innovative; this attracts more talent and churn is lower (as are associated recruitment costs).

    While communications alone aren’t the answer to a happy workplace, it has an intrinsic part to play. There are particular moments when you may want to bring us in to support, during an acquisition, a merger or a restructure for example, when there is a new leader who wants to shift the internal culture or promote equality, diversity and inclusion, or to celebrate a B Corp certification journey or other key milestone achievement. Our team is hugely experienced in delivering campaigns at the company and the sector level, working in one country or globally.

    Or we can focus in on specific tactics such as stakeholder workplace reports, internal podcasts, elearning modules or user generated content for internal social channels.
    Skills in Public Relations (PR) (34)
    Influencer StrategyPress Release CopywritingPR StrategyPress ConferenceOnline PROnline ContentPR ManagementPR CampaignsGreen MarketingWeb Graphic Design+24
    Works in Public Relations (PR) (10)
    Award winning PR campaign for British Council - Public Relations (PR)
    FMCG: 25% increase in sales post PR campaign - Public Relations (PR)
    Awareness campaign for FMCG company - Public Relations (PR)
    Rebrand and PR for renewable energy company - Public Relations (PR)
    Clients in Public Relations (PR) (10)
    Puro.earthOthers | international
    adelphi consult GmbHNon-profit | international
    OceaniumFood | regional
    AirtaskerHuman Resources | international

    Learn more about Public Relations (PR)

  • Description

    No description provided for this service.

    Skills in Branding & Positioning (11)
    Corporate IdentityVisual IdentityBrand IdentityBrand NamingBrand DesignKey VisualBrand CreationBrand BuildingLogo BrandingCompany Branding+1
    Works in Branding & Positioning (3)
    Rebrand and PR for renewable energy company - Branding & Positioning
    Website design and build for health consultancy - Branding & Positioning
    360mln impressions for UK health product launch - Branding & Positioning
    Clients in Branding & Positioning (3)
    Jelly DropsHospitals & Healthcare | local
    evaplanHospitals & Healthcare | international
    Kipeto EnergyUtilities | local

    Learn more about Branding & Positioning

  • Description
    We have been providing creative design services for clients all over the world for the last 15 years through our corporate brand Gong Communications. Whether you want help with a digital strategy for your business, an efficient way to connect with your stakeholder community or just a refreshed design for your existing website, we can help with everything from creating a digital newsletter to setting up and managing a twitter account.

    In only a few years, a world without digital marketing and social media has become unimaginable. And it’s evolving fast. We create solutions based on our detailed understanding of your brand, audiences and appetite for interaction. We can help with everything from digital and social media strategy through to digital newsletters and the design and maintenance of websites.

    We’re pragmatic with our digital expertise. While an outstanding website might be essential, Facebook or TikTok might not be the right fit. We can help you save time and money by focusing your efforts on the right channels for your business.

    We can help if you need to:

    Refresh or create a website
    Have a stunning investor deck or presentation in PowerPoint
    Do a brand refresh or redesign
    Design a fresh logo or tweak an existing one
    Have a full set of marketing collateral
    Develop a brochure, leaflet, annual or sustainability report
    Upgrade your email signatures etc
    Skills in Graphic Design (22)
    Print DesignBrochure DesignMagazine DesignInfographic DesignEditorial DesignCreative DesignBusiness Card DesignMerchandisingLogo DevelopmentEmail Design+12
    Works in Graphic Design (4)
    Website design and build for conservation charity - Graphic Design
    Rebrand and PR for renewable energy company - Graphic Design
    Website design and build for health consultancy - Graphic Design
    Visibility for entrepreneurship awards - Graphic Design
    Clients in Graphic Design (4)
    adelphi consult GmbHNon-profit | international
    evaplanHospitals & Healthcare | international
    Kipeto EnergyUtilities | local
    Uganda Conservation FoundationNon-profit | local

    Learn more about Graphic Design

  • Description

    No description provided for this service.

    Works in Copywriting (6)
    Award winning PR campaign for British Council - Copywriting
    FMCG: 25% increase in sales post PR campaign - Copywriting
    Website design and build for conservation charity - Copywriting
    UK launch of digital therapeutics company - Copywriting
    Clients in Copywriting (6)
    The British CouncilNon-profit | international
    Uganda Conservation FoundationNon-profit | local
    HenkelIndustrial Goods & Services | national
    adelphi consult GmbHNon-profit | international

    Learn more about Copywriting

  • Description

    No description provided for this service.

    Works in Content Strategy (2)
    FMCG: 25% increase in sales post PR campaign - Content Strategy
    Visibility for entrepreneurship awards - Content Strategy
    Clients in Content Strategy (2)
    HenkelIndustrial Goods & Services | national
    adelphi consult GmbHNon-profit | international

    Learn more about Content Strategy

  • Description

    No description provided for this service.

    Works in Website Creation (2)
    Website design and build for conservation charity - Website Creation
    Website design and build for health consultancy - Website Creation
    Clients in Website Creation (2)
    evaplanHospitals & Healthcare | international
    Uganda Conservation FoundationNon-profit | local

    Learn more about Website Creation

  • Description
    Our consumer team ( runs influencer programmes for global tech and lifestyle household brands. This includes working with talent across Instagram, TikTok, Facebook and LinkedIn, depending on the objectives and audience.
    Brands include DYLON Dyes, SmileDirectClub, Tutorful, eBay, Jeyes, Colour Catcher, Access Self Storage, Airtasker to name but a few. Work includes product launches, campaigns, brand ambassadors, sponsorships and ongoing influencer programmes.
    Skills in Influencer Marketing (7)
    Influencer campaignsInfluencer StrategyTiktok InfluencersInfluencer Content ProductionInfluencer Product LaunchB2C Influencer marketingSocial Media Influencer

    Learn more about Influencer Marketing

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23 members in The Wilful Group's team

The Wilful Group cover
StoryWilful co-founders Rebecca Oatley and Narda Shirley navigated the last period of rapid innovation and disruption together in the early 2000s at PR agency Gnash, when the internet inspired a generation of entrepreneurs to challenge the status quo. Wilful is their new joint venture.
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The Wilful Group was awarded 7 times

Public Relations and Marketing Excellence2021-6-1
PRCA National Awards Finalist2021-9-1
SABRE AFRICA Award Winner: British Council2022-5-31
MarCom Platinum Award Winner2021-7-1
Global Content Awards Winner2021-5-30

SABRE AFRICA Certificate of Excellence: GLIDE2023-4-30Central Africa PR
SABRE AFRICA Certificate of Excellence: AON Diversity & Inclusion Festival2023-4-30Superior Achievement in Research and Planning


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Contact details of The Wilful Group


  • Headquarter1 Blandford St, London W1U 3DA, UK

  • 1 Blandford Street, London, UK