Lily Thistlewood launches Paid Media Agency start-up, Reform The Fold

Today, June 1st, after nearly a decade in house, Lily Thistlewood swaps to launch her own Liverpool based, Paid Media Agency. Reform the Fold

Reform expects to be the performance driven, brand building, paid media, go-to agency for Food and Fashion brands across the whole of the UK, and hopes to bring a bit of personality to a jargon heavy discipline.

Reform is being invested in by Sedge Beswick, owner of Influencer Agency of the Year, Seen Connects and Captivate Group, an independent, Shoreditch based marketing group.  

Joining Captivate Group last year, Lily has worked closely with Seen Connects, to lead and build the Paid Media offering at scale before beginning the journey of launching her own paid-media agency.

“The demise of third-party cookies and the threat of Apples IOS updates has meant the Digital Marketing game has totally changed, the complex marketing funnel is on its way out. Brands need to combine creative excellence with contextual relevancy to stay above the digital fold. Captivate have given me an opportunity to do just that and I am so excited to launch this new phase in my career!” Lily Thistlewood, Managing Director, Reform The Fold

Reform goes live with clients including Michael Kors; Simply Be and Uncommon Wines.

“I am excited to continue Captivate’s tradition of finding super talented individuals and building a new business around them.  Reform complements our existing agencies and enables us to make an investment into the fast-growing North West scene!” Andrew Southcott, Managing Director, Captivate Group 

“Lil and I met back when she worked at, she was always on my ones to watch list as someone who was always at the forefront of paid, and the direction paid is going. Since working together whilst scaling up Connects paid arm, the results speak for themselves, about 75% of our projects now involve paid media and the ROI we are seeing across everything from FMCG to retail is incredible. To say I am incredibly excited for our new venture would be an understatement!” Sedge Beswick, Managing Director, Seen Connects

Source: Reform The Fold

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