Folk VML

For 25 years, Vodafone Business has been the network behind some of Ireland’s most iconic businesses. So to celebrate this milestone, we put the spotlight on the businesses themselves. The campaign celebrates long-standing customer relationships across Ireland, from iconic brands reaching customers around the world to businesses we all know and admire. The campaign is a reminder that behind every growing business is a team, service, and network they can count on. Because for 25 years, they've been behind the business connections that matter most. Caroline Hutchinson Kieran O'Neill Aoife Hamilton #VodafoneBusiness #FolkVML #25YearsOfBusiness #BusinessConnections

Our Chief Creative Officer, Karl Waters has been invited onto the judging panel for the 2026 The Shark Awards. The Sharks celebrate creativity that pushes through the noise and grabs attention. We're very excited to see what wins Karl over in September.

We’re proud to share our new campaign with Vodafone Ireland, celebrating 25 years of connecting us all to what matters most. The film takes a trip through time in Ireland, from 2001 to today, bringing a nostalgic, humorous, and insightful look at how connection has evolved over the years. We hope it brings back a few fond memories of the devices, messages, and moments that helped you stay close with friends and family. A huge thank you to our brilliant partners at Vodafone Ireland, and to everyone who poured their heart and soul into bringing this fantastic milestone campaign to life. Orla Nagle, Niall Reynolds, Clare Cummins & Olivia Farrell #FolkVML #VodafoneIreland #VodafoneIreland25 #25YearsOfConnection

Huge congratulations to our client Circle K Ireland on Circle K Extra being named Retail Loyalty Programme of the Year at the 2026 Irish Loyalty & CX Awards. We are proud to have supported Circle K across the programme, from the Extra app platform to ongoing digital, email, and web activity. Well done to Shaun Goss , Jordan Collins, Patrick McDonald, Sandra Blakeney, Alison Hennessy, Gillian Nolan and the wider Circle K team on a brilliant achievement.

A huge congratulations to our clients at Vodafone and Lidl on being shortlisted at last night's All Ireland Marketing Awards — what a fantastic achievement! And a very special well done to Caroline Hutchinson and Kieran O'Neill at Vodafone, who took home the win for Best Sports Sponsorship. It's a pleasure to work alongside you both and the wider team, and this recognition is truly well deserved. So proud of everyone involved!

In Vodafone's 25th year, we're delighted to see our client partner up for two brilliant campaigns. It's hard to believe that we created the Team of Us sponsorship platform in 2017. The power of the platform speaks for itself, as we're constantly finding new ways to grow and evolve it, and year after year it earns well-deserved attention and plenty of representation on the awards circuit. And it’s not just sponsorship. Vodafone Fixed Broadband has been nominated, shifting customers to a better-value 24‑month plan with the Big Broadband Wake Up Call campaign. Strengthening Vodafone's value credentials while staying competitive in a crowded market. Tonight at the Marketing Institute Ireland AIM Awards, Vodafone is nominated in both the Sports Sponsorship Award and the Strategic Pricing Award. We're so proud of the work and of the teams behind it. #AIMAwards #VodafoneIreland #BackInGreen #TeamOfUs #FolkVML

In Ireland, 1 in 8 people are unpaid family carers. Most don't call themselves carers, which means most don't ask for help, and the system that quietly props up the country stays invisible. For Lidl Ireland's first national charity partnership with Family Carers Ireland, the strategic problem wasn't awareness; it was recognition. Ahead of tomorrow's AIMS Awards, where Lidl Ireland is a finalist in the CSR category for this work, we're looking back at the campaign. Our partnership platform 'We Care Back' and TV campaign 'Ireland's Hidden Frontline' broke the conventions of charity advertising to earn attention, and through it, recognition. Emotion is the most efficient attention strategy we have, so we led with the emotional reality of caring: the hardest moments of the day, alongside the reasons carers keep showing up anyway. The approach paid off with record-breaking self-identification and membership growth. When emotion earns attention, attention drives behaviour. Hats off to the teams at Lidl Ireland and Family Carers Ireland and to everyone at Folk VML involved. Fingers crossed for tonight! #WeCareBack #LidlIreland #FamilyCarersIreland

System1's finding that 52% of ads land neutral has been quietly shaping how we work for years. Tindall's 40% ROI penalty for dull work is a useful addition; it puts a commercial number on what "neutral" actually costs, and gives more weight to our deliberately ‘anti-neutral’ way of working here at Folk. What neither stat captures is where the dullness actually creeps in. It's rarely one big decision. It's the steady accumulation of small, sensible-looking choices made across the long journey from brief to broadcast, by all of us in the chain. Each looks reasonable on its own, but together they engineer the 40%. If we want to take this seriously, the answer isn’t just to ‘be braver’. It's about protecting that bravery all the way to air. That's where the commercial return sits, and now we have the data to prove it.

There's a moment in Andrew Tindall's session where he shows that campaigns built around four or more short-term metrics return 0% profit on average. We watched it and felt seen, then a bit uncomfortable. Seen because the long-term versus short-term conversation is one we've been having with clients for years, and the data is now doing some of the heavy lifting for us. Uncomfortable because the default measurement environment across our industry still leans heavily on metrics that only register what happens after someone has already paid attention, which leaves the work that earns attention in the first place harder to defend in a boardroom. Findings like Tindall's give marketers an actual answer for that conversation. We're glad to have them