The Wilful Group

What The Wilful Group does

The Wilful Group is a B Corp certified UK communications agency founded in 2021 by Rebecca Oatley and Narda Shirley through the merger of two established PR firms, Cherish PR (consumer PR) and Gong Communications (corporate and B2B PR). Headquartered at 45 Fitzroy Street in Fitzrovia, London, with an additional Africa-focused operation in Nairobi via the Gong Kenya partnership, the firm targets organizations working on sustainability, climate change, regenerative economy, and positive social impact. Its client roster spans enterprise companies (AXA Investment Managers, Lloyd's, Airtasker, Puro Earth, Sunlight, SmileDirectClub), NGOs and nonprofits (GLIDE, African Wildlife Foundation, Breteau Foundation, SEED), government bodies (Ethiopian Communications Authority, Growthfund Greece, UNESCO), and sustainable startups (Oceanium, Betolar, Lens.AI, Ampersand).

The firm operates a taskforce delivery model that integrates in-house communications strategists with a curated network of specialist partner agencies covering public affairs (Nemec Chvatal in Brussels, Riverside in Westminster), ESG advisory (Earth Active), regenerative leadership coaching (Giles Hutchins), brand strategy (MadeWith), video and podcast production (Striker, Cloud9Media), web production (531North), paid media, research, and consumer PR for startups (Little Bear). Its service portfolio spans corporate and consumer communications, ESG advisory, digital and SEO, public affairs, social media and influencer marketing, design and creative, video and podcast production, media planning and buying, and research. The agency also produces the "Leading By Nature" podcast, an owned thought leadership channel hosted by Giles Hutchins, and serves as official communications partner for the Anthropy events at the Eden Project.

Revenue is generated through professional services fees, project-based engagements, and multi-year retainer relationships (e.g., African Infrastructure Investment Managers has been a retained client for 7 years). Pricing is bespoke and not publicly disclosed. The firm holds B Corp certification (unified 2024, highest-ever score), EcoVadis certification, 1% for the Planet membership, London Living Wage employer accreditation, and SME Climate Hub commitment. International delivery is supported by the OverThere PR agency network covering Europe, North America, Latin America, APAC, and Africa. There is no disclosed external funding, no headcount disclosure, and no public revenue figure.

Name

The Wilful Group

Legal name

The Wilful Group

Website

https://thewilful.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

The Wilful Group is a B Corp certified UK communications agency formed in 2021 by merging Cherish PR and Gong Communications, serving sustainability, climate, and impact-focused enterprises, NGOs, governments, and startups through a taskforce model of integrated PR, ESG advisory, public affairs, and creative services.

Ownership category

akta.pro rank

Product category

Public Relations and Sustainability Communications Services

NAICS

Advertising, Public Relations, and Related Services (5418), Advertising Agencies (541810)

SIC

Services-Advertising Agencies (7311), Services-Management Consulting Services (8742)

akta.pro primary industry

Thought Leadership & Executive Visibility (BPAFADAG)

Keywords

• Sustainability communications
• Public relations agency
• ESG advisory services
• Climate PR consultancy
• Corporate communications

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Professional Communications Services: The Wilful Group operates as a B Corp certified communications agency providing PR, corporate communications, digital marketing, creative services, and ESG advisory to clients across sustainability, climate, and impact sectors. Revenue is generated through project fees, retainers, and campaign-based engagements with enterprise clients, NGOs, government bodies, and sustainable start-ups.

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

The Wilful Group is a B Corp certified communications agency that delivers PR, corporate communications, ESG advisory, digital marketing, creative production, and public affairs services to organisations working in sustainability, climate, and the regenerative economy. Services are delivered through a taskforce model combining in-house specialists with partner agencies across consumer PR (Cherish PR), corporate and B2B PR (Gong Communications), ESG advisory (Earth Active), public affairs (Nemec Chvatal, Riverside), regenerative leadership coaching (Giles Hutchins), brand strategy (MadeWith), video and podcast production (Striker, Cloud9Media), web production (531North), and Africa-focused communications (Gong Kenya). Clients include enterprises, NGOs, government bodies, and sustainable start-ups; revenue is generated through project fees, retainers, and campaign engagements.

Product overview

The Wilful Group is a B Corp certified UK communications agency formed by merging Cherish PR and Gong Communications. The agency operates through a taskforce model combining in-house specialists with partner agencies to deliver integrated communications services. Core offerings include Consumer PR (via Cherish PR), Corporate & B2B PR (via Gong Communications), and PR for Start-ups (via Little Bear). The service portfolio spans Social Media & Influencer Marketing, Digital & SEO, Public Affairs & Advocacy (via Nemec Chvatal and Riverside), ESG Advisory (via Earth Active), Media Planning & Buying, Research, Regenerative Leadership Coaching (via Giles Hutchins), Design Studio (via Wilful Creative), Brand Strategy & Identity (via MadeWith), Video & Podcast Production (via Striker and Cloud9Media), Web Production (via 531North), Africa Focused Communications (via Gong Kenya), and International Agency Network (via OverThere). Additional services include Corporate Communications, Thought Leadership & Events, Design/Creative/Content, Influencer Marketing, Social Media Management, and PR SEO Services. The agency also produces the 'Leading By Nature' podcast and serves sectors spanning climate adaptation, biodiversity, biotech, built environment, carbon removal, health, renewable energy, and sustainable entrepreneurship.

Differentiator

Problem solved

Functional benefit

Products and services

• Consumer PR Digital PR services for innovative brands, disruptive new ideas, fast-growth start-ups gaining market traction, and established businesses targeting digitally driven audiences. Delivered via the Cherish PR partner within the taskforce model.
• Corporate & B2B PR
• PR for Start-ups
• Social Media & Influencer Marketing
• Digital & SEO
• Public Affairs & Advocacy
• ESG Advisory
• Media Planning & Buying
• Research
• Regenerative Leadership Coaching
• Design Studio
• Brand Strategy & Identity
• Video & Podcast Production
• Web Production
• Africa Focused Communications
• International Agency Network
• Thought Leadership & Events

Quantifiable outcome

• 6.1 billion impressions for JaxJox fitness tech launch, 54% tier one media
• +3 more outcomes

Named customers43 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

15 partnerships are on record, tiered core and minor.

• Cherish PRcoreStrategic or Co-development PartnerOne of two founding agencies of Wilful Group. Cherish PR brings consumer PR expertise, particularly for digital PR and disruptive brands. Now part of Wilful's taskforce model providing consumer media expertise.
• Gong CommunicationscoreStrategic or Co-development PartnerOne of two founding agencies of Wilful Group. Gong Communications brings corporate and B2B PR expertise, particularly for sustainability and impact organizations. Achieved B Corp certification in 2017.
• Nemec ChvatalcoreStrategic or Co-development PartnerBrussels-based public affairs partner working in health, technology and EU green deal sectors. Founders Vojtech Nemec and Viktor Chvatal have built a dynamic network of senior advisors, former business leaders, regulators and politicians across EU member states.
• RiversideminorStrategic or Co-development PartnerWestminster focused PA partner for UK political communications, briefings, and round tables with regulators, policy makers and political influencers.
• Earth ActivecoreStrategic or Co-development PartnerGlobally experienced team of bespoke ESG advisors creating sustainable value by understanding intrinsic links between E, S and G and focusing on investment outcomes. Specialises in leadership and governance with technical understanding of climate change, biodiversity and environmental performance.
• Giles HutchinscoreStrategic or Co-development PartnerLeading proponent of organisational design thinking inspired by nature. Runs Springwood retreat in Hampshire. Author of 'The Nature of Business', 'The Illusion of Separation', 'Future Fit', and co-author of 'Regenerative Leadership'. Former Global Head of Sustainability at Atos.
• MadeWithcoreStrategic or Co-development PartnerBrand strategy partnership with founders John Grant and Fauzia Khan who created Wilful's techno-nature visual brand and tagline 'Wilful by name, wilful by nature'. John Grant is author of 8 marketing books including 'Greener Marketing'.
• StrikercoreImplementation/ SI/ Consulting PartnerPrimary video and podcast production partner for almost a decade, producing 50+ videos for clients including award-winning academics on biodiversity and marine stewardship. Worked on films highlighting climate and conservation themes.
• Cloud9MediaminorImplementation/ SI/ Consulting PartnerLondon-based film production company born out of Africa trip, specialising in life sciences and digital transformation. Works with clients like Comic Relief, GSK and Sight Savers for global south production needs.
• 531NorthcoreImplementation/ SI/ Consulting PartnerWeb production partner for building corporate websites. Built 50+ corporate websites conveying organisational purpose, focus and core information. Provides annual maintenance and security services.
• OverTherecoreChannel Partner/ Reseller/ DistributorInternational PR agency network representing world's brightest businesses, biggest thinkers and best consumer technology brands. Founder member of the network with agencies across Europe, North America, Latin America, APAC and Africa.
• Gong KenyacoreChannel Partner/ Reseller/ DistributorAfrica-focused communications partner managing reputations and building brands across Francophone and Anglophone Africa for over a decade. Completed engagements for clients in 20 countries across sub-Saharan Africa.
• Little BearminorChannel Partner/ Reseller/ DistributorPR for start-ups taskforce partner offering nimble PR plans for early-stage companies. Can help decide when is the right time to hire a PR agency.
• Paid Media Specialist AgencyminorChannel Partner/ Reseller/ DistributorPaid media specialist partner agency supplementing earned media expertise for campaign-specific digital banner ads, print advertising, and ad campaign strategy, creative, targeting and rate negotiation.
• Research PartnersminorImplementation/ SI/ Consulting PartnerNetwork of research partners from largest global brand sentiment survey providers to nimble overnight consumer panel providers for newsjacking opportunities. Also specialist employee value proposition research partners.

Scale indicators14 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• WE Communications: Global tech-focused communications agency with sustainability and purpose practices. Competes for technology-driven sustainability client mandates (e.g., clean tech, climate fintech) where Wilful also operates.
• Havas: Global advertising and communications group with dedicated sustainability and creative-for-good practices. Overlaps with Wilful in purpose-driven brand and sustainability communications at enterprise scale.
• Edelman: Global top-tier communications firm with a dedicated sustainability and ESG practice. Competes with Wilful for large multinational sustainability mandates but offers broader geographic scale and full-service capabilities beyond Wilful's specialist remit.
• FleishmanHillard: Global communications network with a sustainability and purpose practice. Competitor for enterprise sustainability communications work, particularly in energy, tech, and consumer sectors where both firms operate.

Regional players

• Beattie Group: UK integrated communications group with a purpose and sustainability practice. Comparable mid-sized regional agency competing for similar UK purpose-driven and B Corp-aligned client work, but with broader service portfolio.

Direct peers

• Salterbaxter (MSL Group): Leading global sustainability communications consultancy, now part of Publicis MSL Group. Competes directly with Wilful for sustainability narrative, ESG communications, and purpose strategy mandates from large enterprise clients.
• Astute: Independent sustainability and ESG communications consultancy serving purpose-driven businesses. Similar specialist positioning and B Corp-aligned values targeting enterprise and NGO sustainability mandates.
• Forster Communications: Independent UK communications agency specializing in sustainability, climate, and social purpose PR. Closest direct competitor in the UK purpose-driven communications niche, with similar client mix (purpose-driven corporates, NGOs, government) and similar B Corp positioning.
• The Communication Group: UK-based communications consultancy focused on clean tech, sustainability, and cleantech PR. Directly comparable niche specialist competing for climate-tech and clean-economy client briefs.
• Futerra: Sustainability communications and creative agency specializing in climate, sustainable lifestyle, and purpose-driven brand work. Directly comparable niche specialist competing for the same sustainability/regenerative client briefs.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Hello_Wilful
• Facebookfacebook.com/p/The-Wilful-Group-100077942003340
• LinkedInlinkedin.com/company/the-wilful-group
• Instagraminstagram.com/hello_wilful

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Wilful Group