Folklore Welcomes new CEO

Folklore has made Lorenz Esguerra its new Chief Executive Officer. Lorenz assumes his role effective March 1 and will work closely with Mike Matheny, Founder and outgoing CEO. Matheny will be moving to the role of Chief Operating Officer to ensure Folklore continues to deliver top-quality solutions for its growing roster of clients.

“Lorenz is exactly the type of leader we need to evolve our culture and realize our vision of growth. We are beyond excited to have him join our team and to have him push us into new arenas of possibility,” said Matheny.

“I look forward to working closely with Mike and leading the team at Folklore. I’m excited to leverage my business acumen and track record to bring in the right partners and talent. I know I can create opportunities that can take Folklore to the next level,” Esguerra added.

Lorenz most recently served as General Manager of Edelman’s Dallas and Houston offices and its Integrated Brand Practice in the US Central Region. In 2023, Edelman’s Dallas and Houston operations grew by over 7% vs. the previous year—a major accomplishment amidst a rough year economically. Prior to that, he also was the General Manager of Weber Shandwick’s Minneapolis operations, where he oversaw over 90 staff members and transformed the office into a growth engine for the firm. His 30-year career includes a stint at digital agencies Blast Radius, BBDO Proximity, and Modern Climate where he led unprecedented growth in revenue and profitability.