Wilful Publicity to rebrand as Wilful & Sullivan

08 December 2025 - Press release

David Sullivan becomes co-director of the music PR agency alongside founder William Luff

Twelve years after launching Wilful Publicity, Founder and Managing Director William Luff is delighted to announce that the company will be re-branding as Wilful & Sullivan Publicity, in a move reflecting the outstanding work and contribution of Publicity Director David Sullivan. It starts a new chapter for the well-respected music PR agency.

William Luff says, “When I founded Wilful Publicity in 2013 it was a great opportunity to set up my own company, following two decades working in both record companies, and as a music journalist. Less than a year after launching, David Sullivan joined me as a publicist, and Wilful Publicity soon grew into one of the most dynamic music PR companies in the UK, with a brilliant roster; a position we continue to enjoy today.

“In recognition of David’s huge contribution and superb skills as a publicist, it’s with great pleasure that we are now becoming partners and re-branding as Wilful & Sullivan Publicity. It’s an exciting time for the company as David steps up to formally lead the way on many of the campaigns he’s been at the helm of over recent years. David will also be at the forefront of new business, bringing new clients into Wilful & Sullivan in the future while I focus on a number of artists I have worked with over my career.”

David Sullivan comments, “I’m excited to be launching this new partnership of Wilful & Sullivan with William Luff. Working with William for all these years has been a real joy and he has been a great mentor to me as I’ve developed throughout my career. I am honoured to be stepping up to this new position at our company. We take great pride in our diverse and successful roster of artists, developing their stories in the ever-evolving media landscape, and I look forward to creating our own new chapter alongside these artists.”

William Luff will take on the new title Founding Director while David Sullivan becomes Managing Director. Their new email addresses are as follows:

William Luff – william@wilfulandsullivan.com

David Sullivan – david@wilfulandsullivan.com

 

Wilful & Sullivan Publicity represents a wide variety of artists including Iron Maiden, Bryan Adams, Corinne Bailey Rae, The Darkness, Skunk Anansie, Morgan Wade, Greta Van Fleet, Motörhead, War, Alice In Chains, The Levellers, Counting Crows, Mother Mother, Cheap Trick, The Struts, Skindred, Carpenter Brut, Within Temptation, Avatar, Breland, Himalayas, Man With A Mission, Of Mice And Men, Rural Tapes and more.

 

For Wilful & Sullivan’s full roster, plus all artist details and press releases please visit www.wilfulandsullivan.com