W Communications buys Scottish agency
  • 27.11.2020

W Communications buys Scottish agency

Huge news for us at W as we announce W Scotland!

Formed through the acquisition of lauded Edinburgh-based PR agency Steely Fox, W Scotland offers our 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.

W Communications CEO Rachel Friend said expanding the agency’s footprint into Scotland is a “natural next step”.

“W’s award-winning PR and social specialisms, combined with Steely Fox’s Scottish expertise, underlines our commitment to delivering best-in-class work wherever in the world a brand may be,”

“We’re really excited to bring Rory and his team into the W family. Our agencies have worked together several times over the years, which has always delivered great results. The synergy between our two businesses, in terms of clients and culture, made the decision an easy one…

it’s drams all round with this one!”