Folklore Hired Obele Brown-West as New CEO
The independent agency appointed a new leader to align its brand strategy and AI-driven consumer experience services.
Updated on Sept. 21, 2026 in People
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Independent creative agency Folklore has hired Obele Brown-West as its new CEO and partner. Brown-West, who previously served as president of Colle McVoy, takes over the top operational role as founder Lorenz Esguerra transitions to chairman.
Why it matters
The leadership shift aims to sharpen the agency's strategic focus as it helps clients navigate the consumer experience changes brought by widespread AI and LLM adoption.
Folklore has operated for 12 years as an independent agency. The new CEO demonstrated her operational approach by adding 200 pages of feedback to the firm's 300-page strategy deck.
The players
Obele Brown-West
The new CEO and partner at Folklore who previously served as president of Colle McVoy.
Lorenz Esguerra
The former leader of Folklore who has transitioned into the role of chairman.
Mike Matheny
The founder of Folklore who collaborated on the agency's revised strategy deck.
The details
Brown-West is now overseeing daily business operations to ensure the agency's creative output aligns with a unified vision. Her integration involved an extensive collaboration with founder Mike Matheny to refine the firm's core strategy document. This process aims to standardize the agency's approach to brand strategy across all consumer channels.
Timeline
Folklore began its agency operations 12 years ago.
Obele Brown-West officially began her role as CEO in September 2026.
Market Landscape
This leadership transition follows the industry-wide shift toward integrating AI and LLM technologies into creative brand strategy. It signals an effort to standardize operational output in response to evolving client demands for AI-literate consumer experiences.
Operators should monitor whether this structural shift successfully translates the agency's massive strategy deck into measurable output for clients. Assess your own vendors for similar leadership pivots aimed at adapting service models to the demands of AI and LLM adoption.
The takeaway
The move demonstrates a commitment to deep-dive operational alignment as a competitive advantage. Leaders should track how this new oversight of client-facing AI strategy impacts the agency's ability to maintain a consistent brand voice across all consumer channels.
Further reading
For more on industry leadership shifts, visit People.
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Do you believe agencies focusing on AI-driven consumer touchpoints effectively help brands grow?
