LONDON — Two senior staffers at broadcast PR specialist 4Media Group have started their own agency. The Ripple Effect, focused on purpose-led communications and content.

Frankie Wheeler (pictured, left) had worked at 4Media for the past five years, latterly as agency services lead, while Sam Dibley (right) was at the firm for nearly three years, first as head of broadcast and then as head of media relations. He was previously a lifestyle journalist and photographer.

The Ripple Effect is billed as an integrated communications, insight and production agency focused on purpose-led content for brands and charities in the UK and internationally.

The duo have worked with brands such as Jaguar Land Rover, Virgin Group, Gousto, Vrbo and Uswitch, including on CSR, sustainability and fundraising campaigns for the likes of Cartier’s Womens Initiative programme and The Kennel Club Charitable Trust.

Wheeler said the new venture was “looking to work with thought leading brands that inspire and wish to be at the forefront of social change movements in their industry,” while Dibley added: “I am incredibly excited to help more brands tell their stories and break through with positive, tangible results in the midst of an ever-changing media landscape.”

From inception, the agency will donate 2.5% of its fees to small charities; its launch charity partners are The Childhood Trust and Southern Thailand Elephant Foundation.