About us

Firefly was founded in 1988 by Group CEO Claire Walker, and we’ve helped brands like Dell, Oracle and Motorola shape their reputations.


Fast-forward thirty years and much of the world has changed – and much hasn’t.

Without a doubt, reputation is still as critical now as it was then: The public are more likely to buy from a brand with a good reputation.

But at the same time, where B2B and B2C audiences get their information from has fragmented. Many employees get their information from each other, rather than official company sources.

The media has fragmented, social media and influencers have arisen, and customers often talk to each other in online and offline forums.

Reputation makes up a considerable proportion of the FTSE’s 100 intangible value
Although share prices can rise and fall, a reputation fall can cost a CEO their job
70% of jobseekers say that a company’s reputation is important
63% of people give companies with excellent reputations “the benefit of the doubt”

A twenty-five-point reputation system

Firefly has developed a twenty-five-point system of mapping an organisation’s reputation across multiple axes, from employee views, to perceptions of leadership, from favourability and desirability with prospects to the examination of online reviews like Glassdoor and Trustpilot.

These metrics now form the basis of a methodology for assessing the success of all our communications programmes and the magnitude and shape of your organisation’s reputation.

How does Reputation Shapers work?

The first holistic reputation audit, running across twenty-five different metrics, looking at:

Finance measures
Internal Communications
Prospect & Stakeholder perception
Customer perception

Our reputation shaping services:

We are international

London

Paris

Munich

The Firefly team

Whilst our Fireflies – as we call ourselves – may be spread across Europe, we’re very much one cohesive team.

Michaela


Judith


Hollie


Ele


Claire


Angel


Charlotte


Marco


Michaela


Judith


Hollie


Ele


Claire


Angel


Charlotte


Marco


Is it time to shape your reputation?

We operate in London, Paris and Munich, and have a network of like-minded partners across the globe.

Get in touch

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