Abi is driven to create ideas that become part of culture, pushing national and social conversations forward.

To achieve this she promotes a collaborative environment. Folk VML isn’t led by one department or one discipline, but by what’s right for the project. She aims to constantly match talent to create the right integrated team for each project.

In her 20-year career in brand strategy and advertising, Abi has led iconic brands including Vodafone, An Post, Tesco, Meteor, Marks & Spencer Money, Phones 4u and the British Council. Abi's remit is to drive the overall strategic direction and growth of Folk VML.