LONDON — Former Brands2Life director Kate Baldwin has launched her own agency, The Flywheelers, to provide integrated communications to high-growth technology start-ups and scale-ups.

The agency is backed by Brands2Life co-founders Giles Fraser and Sarah Scales, who will sit on the board as non-executive directors.

The Flywheelers will use a subscription-based model to enable clients to build flexible PR, content marketing and digital programmes to meet fast-changing business and marketing priorities as they grow and move through funding stages or to IPO.

MD and founder Baldwin joined Brands2Life in 2018 and was previously at Hotwire. She has led communications programmes for scale ups and innovative B2B technology firms including Onfido, Darktrace, Ocado Technology and WiredScore.

Baldwin said the agency was named after ‘the flywheel effect’ introduced by Jim Collins in his classic business book, ‘Good to Great’: “When you start pushing a heavy flywheel, each push barely turns the wheel. But when you are persistent, with each push the wheel starts to accelerate until it builds its own momentum. It is this momentum that we want to create for our clients with sustained, high-impact communications that make them truly famous.”

Fraser told PRovoke Media: "When Kate told us that she wanted to start her own agency we were very keen to help. She is brilliant comms professional with an in-depth knowledge of the tech space. The Flywheelers has an innovative and exciting proposition that we believe will make it a great success."

The Flywheelers launches with a team of four, and with three clients, including cybersecurity firm Forcepoint.