The Ripple Effect: Communications with Conscience®

Since its 2022 inception, The Ripple Effect has firmly established itself as an agency with purpose at its core. 

Frankie Wheeler and Sam Dibley, established this boutique agency that combines strategic insight with media relations expertise to deliver what they term Communications with Conscience® for brands looking to make a positive impact.

"We were both aligned on wanting to do more of what matters," explains Wheeler, reflecting on the agency's origins. What began as ‘what if’ conversations quickly crystallised into a vision for an agency that would create lasting change - a ripple effect that extends beyond immediate commercial objectives.

A post pandemic outlook

The timing of The Ripple Effect's launch was significant, coming as businesses were re-evaluating their approach following the pandemic. While some might consider it a challenging moment to launch a communications agency, Wheeler and Dibley recognised an opportunity in the shifting landscape.

"Post-pandemic, many businesses shifted in how they dealt with clients," notes Wheeler. "People were more aware of their own responsibility when it came to looking after their communities and their customers."

This heightened consciousness created the perfect environment for an agency focused on communications that consider wider societal impact and paved the way for a different type of consultancy: not bound by traditional structures or engrained overworking cultures, but prioritising work-life balance and empowering team members and client partners alike.

Values driven approach

At the heart of The Ripple Effect is a commitment to making tangible differences through communications. This is exemplified by their 2.5% Promise—a pledge to donate this percentage of profits to charity each year, alongside annual pro bono comms support.

"Since inception, we've donated two and a half percent of our annual profits to charity," Dibley explains. This commitment to giving back isn't merely a CSR initiative, but reflects the agency's fundamental values of transparency, flexibility and collaboration. These principles guide not only their client relationships but also their internal operations, including offering staff a four-day working week with five-day pay.

Making waves with policy led campaigns

The Ripple Effect's work demonstrates how communications can drive meaningful change, particularly evident in their campaign with New Horizon Youth Centre. Working with a collective of charities, they launched a petition to ensure youth homelessness was on the political agenda.

"We were behind youth homelessness being debated in the House of Commons for the first time in 40 years," Dibley shares proudly.  Wheeler adds: "It was a real David & Goliath moment. It wasn't one of the household name organisations that was leading the charge. It was New Horizon Youth Centre, a small King's Cross based charity."

This campaign exemplifies the agency's approach: using strategic communications to amplify important issues and drive tangible outcomes. Their work with Challenging MND further demonstrates this impact-focused approach, where they secured a disability place in the TCS London Marathon for the charity's founder, who has motor neurone disease.

"We worked with our connections, got talking with the CEO of the marathon organisation and have secured him a disability place in this year's marathon," explains Wheeler. "He'll be able to tick off that bucket list dream of his, which feels really rewarding and amazing to us."

Insight-led creativity

What distinguishes The Ripple Effect from other agencies is their emphasis on research and insight. All campaigns begin with a thorough understanding of audience needs and motivations.

"Everything we do starts with data. This could be a relevant ONS stat, a consumer survey, an incredible internal insight or something else that makes our intended audience tick”, Dibley explains. "What's that little nugget of information that can make this campaign stand out?"

This approach has resonated with clients, who value the agency's consultative style and challenge function. "Clients love our consultation," notes Wheeler. "Whether it's from an insight-led side of the business or providing alternative angles backed by data to the contrary."

The agency's work with sleep-tech brand ResMed brand demonstrates this capability, creating a global report into sleep patterns that generated international coverage. Their research explored how factors like race, socioeconomic background and location affect sleep, providing valuable insights that secured top-tier media coverage worldwide.

A unique creative environment

The Ripple Effect's distinctive character extends to their physical space. An office on Eel Pie Island in Twickenham, accessible only by footbridge and surrounded by creative history as the birthplace of British rock and roll.

"It's an incredible space, and we feel lucky to be counted among the residents," enthuses Dibley. "Clients coming to our office are guaranteed a unique experience that’s far from a traditional agency office up the river in Central London… From residential dwellings like The Loveshack with its sculpture-filled gardens to the one of the Thames’ few remaining boatyards, the walk through the island provides loads of creative inspiration”.

This unconventional setting reflects the agency's approach to work - creative, flexible and distinctly different from traditional agency models. It's a physical manifestation of their commitment to thinking differently and challenging conventions.

Looking to the future

As The Ripple Effect continues to evolve, they're focusing on expanding their integrated capabilities and enhancing their measurement approaches. They're currently pursuing B Corp accreditation and have already become an accredited Living Wage employer.

The agency is particularly excited about developing more "PR plus" work - campaigns where PR leads the creative concept rather than being an afterthought. "We intend to deliver far more measurable PR using insight, pre & post brand tracking surveys, and ensure creative PR ideas are at the centre, increasing the volume of campaigns that take PR further, through OOH activations, for example" explains Dibley.

As a proudly majority female owned business, The Ripple Effect is also committed to championing female and minority owned businesses. Wheeler is active in several female founder organisations, reflecting the agency's commitment to diversity and inclusion.

With their first impact report due for release this year, The Ripple Effect is setting benchmarks against which to measure their future growth and impact. For an agency founded on the principle of creating positive change, this commitment to accountability and measurement is entirely fitting, ensuring they continue to make ripples with the meaningful work they put out.