Greenbrook appoints Simon Walker as an advisor

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Simon Walker, the former director general of the Institute of Directors (IoD), has become a non-executive advisor to Greenbrook Communications.

Simon Walker

Walker’s previous positions include communications secretary to HM Queen Elizabeth II, advisor to former Prime Minister John Major, senior roles at Reuters and British Airways, and chief executive of the British Private Equity & Venture Capital Association. He was awarded a CBE in the New Year’s Honours list 2017.

Greenbrook is a specialist communications consultancy which focuses on reputation management for investment firms. It also advises companies and individuals who face “unusual or challenging” reputational issues.

Andrew Honnor, managing partner at Greenbrook, said: “I am delighted that Simon will be joining us as an advisor. His considerable experience will be invaluable for us as we navigate these challenging times in the worlds of business and politics.”

Walker added: “Investment firms face unique challenges and the team at Greenbrook have impressed me with their ability to provide insightful, specialist advice. I am relishing this opportunity to work as an advisor to them, drawing on my own broad experience.”

Etsy appoints Alfred for corporate brief

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Etsy, the global creative commerce platform, has appointed Alfred to handle its corporate communications in the UK.

Etsy supports creative entrepreneurs

Alfred will run a corporate campaign with the intention of raising Etsy’s UK profile, building an awareness of its business model and its commitment to ’empower creative entrepreneurs’.

Alfred will report into Emily Dean, communications manager at Etsy.

Dean said: “Alfred’s strategic approach to our brief made it really stand out, along with some impressive examples of successful business brand building and thought leadership. We’re delighted to have Alfred on board at such an exciting time for Etsy to help grow our profile within the UK, and elevate what we are doing to support both sellers and buyers alike.”

Etsy allows people around the world to buy and sell unique goods online, and offers seller services and tools to help creative entrepreneurs start, grow and manage their own businesses.

Dan Neale, co-founder at Alfred, added: “It’s important that the Etsy audience know of the vast resources on offer to support their businesses, what the organisations mission is and how those with a creative passion can successfully create a thriving business.”

Green Park search firm appoints Citigate Dewe Rogerson

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Green Park, a London-based employment agency, has appointed Citigate Dewe Rogerson (CDR) as its retained PR agency in the UK.

Steve Baggi

CDR will support the launch of Green Park’s The DNA of the Retailers of Tomorrow report, in addition to The Leadership 10k and Public Services Leadership 5,000, which explore diversity among the UK’s top boards.

Steve Baggi, co-founder of Green Park and head of its retail and consumer practice, said: “The appointment is in line with our strategy to grow our business and our reputation in the marketplace with the assistance of best in class communication consultancies.

“The team at CDR was able to demonstrate excellent knowledge of the recruitment market as well as the sectors that we target, notably retail and central and local government.”

Judith Massey, executive director at CDR, added: “We admire Green Park hugely for the work it is doing to increase diversity at a senior management and board level in private and public sector organisations. It is genuinely leading the way by building credible talent pools and offering services such as understanding and removing unconscious bias.”

Prohibition hires account director

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Ella Sykes

Yorkshire-based social media agency Prohibition PR has hired Ella Sykes as an account director to boost its growth strategy and bolster its B2B offering.

Sykes recently spent five years at ilk, leading on campaigns for brands such as KPMG and Barratt Homes. Prior to that she specialised in food PR and marketing.

Sykes said: “I have been aware of Prohibition since it won Outstanding Small Agency at the CIPR Yorkshire and Lincolnshire Awards in 2015. The company has been making waves in the PR world ever since, so when it came to looking for my next career step, it was an obvious choice.

“I am looking forward to working on some exciting new campaigns and helping Prohibition become the number one PR and social media agency in the North.”

Prohibition has plans to move its offices into new, larger premises in 2017.

Chris Norton, managing director of Prohibition, added: “By focusing on organic growth, we are in the fortunate position where we are able to be very strategic about the type of work we take on board. We see Ella as being central to this approach and look forward to seeing how both her creativity and expertise will positively impact our business development throughout 2017 and beyond.”

So, there’s been a takeover bid? PRs on tackling both rumour and fact

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Kraft Heinz’s takeover bid for Unilever is a recent reminder that PRs must always be prepared for unexpected news, whether rumour or fact. Comms pros from Lansons, MHP and Future PR, discuss the best steps to take when a takeover story breaks out.

Kraft Heinz’s £115bn bid for Unilever and the speculation surrounding it showed that, whether a takeover bid is likely to happen or not, it can have an impact on company reputation.

In the case of Unilever, its shares fell by nearly 8% once the news had broken. This is despite the fact that brand had ‘no appetite for any offer’, according to The Guardian.

The scenario highlights the need for scenario planning as well as understanding of the media landscape. Louise Ahuja Lansons’ director says that when it comes to a complex bid involving major players the communications consultants would’ve taken exhaustive planning procedures, but when the story plays out PRs also need to be alive to the personalities and politics involved.

“The story broke in some detail, so at the point the journalist calls to alert you there is a need to engage with them to ascertain what they know and if it is the correct facts then best to go on the front foot.  This is when you need to plan in the moment, read the live situation and be willing to throw out the playbook to get the message across you want.”

So, what are the first steps to take if your client, or brand, is at the centre of such a story and how can you plan to come out on top?

Distinguish rumour from fact

Andrew Leach, managing director at MHP Financial PR, says there are clear steps to take if the break out story is a rumour, or factually accurate. “If a takeover rumour about a client emerges, and a journalist contacts us for comment, we would always just say: ‘We never comment on market rumours or speculation.”

He adds: “If it does prove to be just rumour, and we know for sure there is no basis in fact, it may then be appropriate to guide journalists off the record that there is nothing to it. Of course, this needs to be done carefully, because if the approach is hostile the client would not necessarily know about it.”

Once established as fact, Leach says all communications must be governed by the business framework The Takeover Code that sets strict rules about what and how anything can be communicated.

“If the news has leaked and share prices are moving then both parties should agree statements as soon as possible and let shareholders, via a stock market announcement, know as much as they can. It could be a short statement if the parties are just in talks, and more detailed on terms if they have progressed to that stage,” says Leach.

He adds: “If it is a hostile bid then a swift and factual response to the predator can put the target back on the front foot – Unilever came back quickly with a statement saying Kraft’s offer fundamentally undervalued its business and recommended shareholders take no action.

“Some elements of crisis communications might apply. This could include setting up a bid-focused and dedicated PR team to monitor coverage and help to develop defence messaging in daily briefings with the client and other senior advisers.”

PRs need to work as an extension of the client’s internal team

Highly confidential business decisions can be difficult to manage. Nina Sawetz, MD at Future PR, says this is why clients need to work with PRs as an extension of their internal team, rather than just as one of their services.

“Whilst you may not be able to know all the facts beforehand, it’s important the client trusts and respects you enough to be made aware of the significance and the likely impact of the issue, and it’s even more important that you are ready for the media onslaught.

“For PRs on the other side of fence – the ones working for the client being taken over – it’s even more important that your relationship with your client is so tight that they know they can phone, text or email them at any time, wherever you are, and that when they do, you’ll not only react quickly, on the spot, with the best advice, but will also be on the ball to flag any new issues or media reports to them.”

Sawetz’s three steps for takeover success:

1. If you’re in PR and talking about being ‘always on’, mean it. Always on doesn’t mean you sign off at 5pm on a Friday.Business issues happen any day, any time. If you’re not prepared to drop everything to help your client, you’re in the wrong industry.

2. Make sure your relationship with your client is water tight – there will be a time when they can’t tell you anything and there will be a time when they can tell you everything. You need to trust them to do this when it’s right, but also be ready to give them advice when they need it most. Trust is key in this industry.

3. Always have an updated crisis and issues manual on file. Your client may laugh it off as something that will never be needed, but on that one occasion when it is, they’ll be thanking you.
It should always be one of the first things to tick off with a new client.

We Communications expands in Asia through agency acquisitions

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We Communications has acquired Chinese agency Red Bridge Communications and Singapore-based corporate and financial affairs consultancy WATATAWA.

From left to right: Simon Pangrazio, managing partner at WATATAWA; Jeonghwa Ryu, COO at WATATAWA; Alan VanderMolen, president international at WE Communications; Jo Chew, director at WATATAWA and Bill Rylance, chairman at WATATAWA

Melissa Waggener-Zorkin, CEO and president of WE Communications, said: “The additions of female-founded and owned Red Bridge and C-suite consultancy WATATAWA, anchored by two former Asia-Pacific CEOs of a top five global firm, broadens our offering and creates opportunities to expand client services for existing clients of all three agencies.”

Redbridge, which was founded in 2009, will be rebranded as WE Red Bridge, while WATATAWA, which was established in 2010, will continue to operate under its current brand and leadership.

Penny Burgess, managing partner at Red Bridge, added: “The merger into WE represents a huge opportunity for us to accelerate our expansion into new sectors and markets within the region. With the increased scale of the combined business, we can deepen our specialist capabilities, particularly in the areas of digital and analytics, and provide our team with greater development opportunities.”

With the deal, Burgess becomes China head for WE Red Bridge. She will report to executive vice president for Asia-Pacific, Matthew Lackie, who is based in Singapore.

Simon Pangrazio, managing partner at WATATAWA, said: “Becoming part of WE while retaining our brand and core operating philosophy allows us to provide wider integrated solutions to our clients and those of WE Communications.”

Pangrazio will continue to lead the business regionally from Singapore in consultation with Bill Rylance, WATATAWA chairman.

Opinion: How pop music from the 80s can help a small agency

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The 80s. Big hair, ski-pants, good times and – some might say – great music. But what could this super glossy era of  pop teach PRs about starting up and running a small business? Everything according to Lynne Arrowsmith, former director of brand and internal comms at EE, who now runs brand and comms consultancy Goldbug. 

Lynne Arrowsmith

Set up safe
It may well feel at odds with your burning enthusiasm as you start out in business, but figuring out worst case scenarios, answering some ‘what if’ questions, and, if there is more than one of you, drawing up a shareholders agreement, are vital if you want to avoid a Spandau Ballet-style breakdown.

The north London school pals ended up in a ferocious court battle over royalties where Kemp was, unsuccessfully, sued by Hadley, Norman and Keeble. All because they didn’t have their agreement written down beforehand.

On the road
Running a small business is like being permanently on tour. Except instead of being on stage, you’re pitching away in boardrooms. Just like every budding rock band, you have to start in the backrooms to get noticed. You dream of making it to Pink Floyd levels, but you’ll have to get used to a few nights at the Marquee and Dublin Castle before someone gives you a stadium tour.

Practice makes perfect. Get on your feet and sell your work and great ideas as much and as often as possible. To win over the crowds you need to be prepared, rehearsed and dazzling. Look no further than Sam Fox and Mick Fleetwood presenting The Brits in 1989 for how not to do it.

Big hits
My business was formed by editors of national newspapers and senior in-house brand professionals from some of the biggest consumer brands in the UK. We had a lot of big hits in the back catalogue. If it was the 80s, we would’ve been Duran Duran. But making the adjustment from big hits to solid good work is something you need to prepare for.

Never expect to win big accounts on day one and enjoy the variety while you can. Be Depeche Mode, or The Cure – they are both massive global bands without a No 1 hit in the UK between them. Focus on pushing out consistently great work.

If your No 1 hit never happens, remember you’re The Smiths – your work’s incredible and will last a lifetime. There’s more to this game than being a one-hit wonder.

Coping with change
Never assume things will always be the same as when you started. Change is good and you’ll need to learn to embrace it. Take Primal Scream. Once an average loping indie band with a forgettable debut effort, Sonic Flower Groove in 1987, before redesigning themselves for the next decade when Loaded kick-started a youth culture phenomena.

No change is too big. Take strength from Joy Division and the ultimate 80s music rebrand – New Order. As with most things cultural, or phenomenal, keeping one eye firmly on the future is the key to success. Be flexible enough to change and strong enough to cope with it.

“Enjoy what you do”
Stress, change, financial worries, winging it, sleepless nights, no time off – otherwise known as life at Factory Records in the 80s.

And running a small business can at times feel similar. So it’s important to take stock, use your holiday time and celebrate every small victory that comes your way in the biggest way you can. Keep reminding yourselves of why you chose the freedom, possibilities and satisfaction of setting up on your own. No-one ever looked at Wham! and thought: “Wow, they look like they’re having a rubbish time.” As the late George Michael once said: “Enjoy what you do.”

  • Lynne Arrowsmith is brand and communications director at Goldbug.agency

Workspace Group appoints Edelman to manage corporate communications 

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Workspace Group PLC, a real estate investment trust company, has appointed Edelman UK as its retained corporate communications adviser.

Nick Barron

Edelman will promote Workspace across a range of stakeholder groups including financial and investor, existing and potential customers and employees.

Workspace’s locations are all in London and include the Pill Box in Bethnal Green, Vox Studios in Vauxhall and Metal Box Factory in Southwark.

Rosanne Perry, director at Edelman, will lead the team with support from Mav Wynn, investor relations and financial communications and Annabel Turbutt-Day, real estate and corporate communications, with senior advisory support from managing directors at Edelman, Nick Barron and John Kiely.

The Edelman team reports to Clare Dundas, head of corporate communications at Workspace, who said: “We were impressed with the strategic thought and integrated approach with which Edelman responded to our broad communications brief.”

Barron added: “Workspace is an exciting business that plays a vital role in the London economy and we’re delighted have been appointed to deliver a fully-integrated corporate programme, including expertise in capital markets, real estate, employee engagement and digital.”

Nichi Hodgson joins dating app The Inner Circle to head up comms

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Nichi Hodgson, former sex columnist for Men’s Health, has joined dating app The Inner Circle as comms and PR manager.

Nichi Hodgson

A former Silicon Valley matchmaker, Hodgson brings eight years’ media experience to the role and will help promote the company’s brand message, while expanding its international reach.

Having just published a book on the history of dating, Hodgson said: “I was looking for a role in which I could pay forward the insights I’ve gleaned writing about love and relationships over the years.

“When this opportunity came up, I jumped at the chance. It’s such an exciting time for The Inner Circle and I can’t wait to contribute to this innovative, humane business.”

David Vermeulen, founder of The Inner Circle, added: “Nichi’s experience as journalist, dating author and communications specialist puts her in the perfect position to share our unique mission to a Tinder-tired generation.”

The Inner Circle is an “online-meets-offline” dating service that launched in 2012 to help connect “successful, ambitious and like-minded singletons” across cities in Europe and beyond, through a combination of its online network and dating events.

Eden Park hands UK and Ireland PR brief to Kazoo

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Eden Park has appointed Kazoo Communications to handle its PR in the UK and Ireland, as the fashion brand celebrates its 30th anniversary.

Eden Park

Eden Park was launched in 1987 by international rugby players Franck Mesnel and Eric Blanc when the Racing Club de France decided to create a ready-to-wear brand.

Kazoo has been briefed to raise the French label’s profile among fashion and lifestyle media and bloggers.

Also, Kazoo will manage Eden Park’s creative press office and product placement, as well as promote its Rugby Football Union and Irish Rugby Football Union sponsorship, seeking out media opportunities with players from the England and Ireland teams.

Florent Rossigneux, head of marketing at Eden Park, said: “We’re thrilled to welcome Kazoo to the team. With established credentials in leisurewear, sports and fashion they’re the perfect match, and we’re looking forward to them raising our profile to crack the UK & Irish fashion market.”

Jessica Owen, managing partner at Kazoo, added: “While Eden Park is an established brand across the globe it has low brand awareness within the UK & Ireland. With such a desirable collection of aspirational clothing and a fabulous sponsorship proposition, we can’t wait to change this.”