The Playbook appoints Andrew Baiden

The Playbook appoints Andrew Baiden as managing director

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Creative comms consultancy The Playbook has appointed Andrew Baiden as its new managing director.

Baiden will oversee a 10-strong team looking after clients in the sport, technology and consumer sectors. He will also work on the agency’s strategic development with chairman Gavin Megaw.

Prior to joining The Playbook, Baiden was creative director at Newgate Communications and his agency experience spans 26 years, including 17 years at Red Consultancy.

Baiden joined Red Consultancy as its eighth staff member and left as group MD, building the business into a 150-strong agency in the process. He oversaw campaigns for clients including Microsoft, Amazon, Activision, Samsung and Adobe.

He will take over from Eddie May, who was brought on board as managing director to establish The Playbook in June 2016.

Baiden said: “The Playbook is in great shape and has already achieved award-winning work in its first 18 months, so this is a perfect time to take the baton.”

He added: “We aim to strengthen the brand in its core areas as well as developing creative campaigns for new and existing clients and work closely with the rest of Hanover Group.”

  • Pictured: Andrew Baiden
Robert OReilly Cicero Group

Former UK ambassador’s adviser to lead Cicero’s Dublin office

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Cicero Group has appointed Robert O’Reilly, a former special adviser to the last two British ambassadors to Ireland, as a director to lead its new Dublin office.

O’Reilly will provide public affairs and corporate communications support to Cicero’s domestic and international clients. He brings a wealth of business, legal and regulatory experience to Cicero’s diverse client base.

“Robert’s addition to the team will further enhance the depth of our delivery,” said Helena Walsh, executive director at Cicero Group. “Our integrated teams across London, Brussels and Dublin mean Cicero is in an unparalleled position to provide our clients with in-depth political and policy insight.”

O’Reilly added: “In circumstances of profound uncertainty, many companies are making vital decisions to protect their businesses.

“With expert teams across London, Brussels and now Dublin, Cicero offers incomparable expertise for organisations at home and abroad who are grappling with a whirlwind of political upheaval.”

Meet the Journalist: olive editor Laura Rowe

Meet the Journalist: olive editor Laura Rowe

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Laura Rowe, editor of olive magazine, discusses being named an FIPP rising star, what food and drink stories she’s looking for and her biggest food phobia. 

Laura Rowe olive editor

Laura Rowe

You were named one of FIPP’s rising stars last year. How did it feel to win that award?

It was an incredible honour to be recognised internationally for all of our achievements on olive over the past year. We are such a small team but are doing mighty things for olive across multiple platforms.

To be handed the award in front of some of the most talented publishers from around the world was a career highlight.

When producing an issue of the magazine, what is the key thing you want to achieve?

Sounds simple, but to create something that our readers will want to read! Every recipe, in particular the one on the cover, has to be must-make. Every restaurant recommendation should be genuinely useful, and every travel feature should be inspiring and make you want to book your next food-focused break there and then. Everything is for the reader.

Can you describe a typical olive reader?

Our readers are super foodies. Whether they’re busy professionals and need quick and easy recipes that don’t compromise on flavour or excitement, or are retired and want ideas for weekend bakes and hearty, family meals – they just love food and travelling for food!

Which particular areas of food and drink are you most interested in? Is there anything you won’t cover?

We’re very interested in the latest trends (but only the good ones! No mermaid toast or cloud eggs here, please!) and food and drink that you want to eat. No diet stuff please.

What sort of content works best for your weekly podcast?

Our podcasts are about the food stories and food heroes that inspire us. Often we’ll have chats with experts in their fields – so chefs, bakers, baristas, bartenders – sharing their knowledge and advice, rather than plugging where they work.

The team will also share their top tips. It’s meant to feel like you’re sat around our desks with us, getting excited about great food, drink and travel.

What is your relationship with PRs? And what’s the best way for them to pitch to the magazine?

I love PRs! Those who are good at their jobs can make our lives so much easier. What really helps us out is if the PR reads our magazine and website before pitching, if they personalise communication with us (rather than sending mass emails), and actually think about how the client or story would fit in with our existing feature structures.

You can imagine how many emails we all get on a daily basis, so if the email can be succinct and properly targeted, that saves us so much time!

Are there any changes to the magazine for 2018?

We’re constantly evolving at olive and we have some plans across all of our platforms in the new year… I couldn’t possibly reveal those just yet, though!

Finally, what’s the one dish you wish you’re able to cook?

I’d like to think I can cook pretty much anything… but I do have a severe phobia of baked beans, so I’ll probably continue to avoid them!

Jessie Allen joins MWWPR

Jessie Allen joins MWWPR as associate director

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MWWPR has appointed Jessie Allen as an associate director in its London office.

Allen will help the agency to expand its media and entertainment portfolio, strengthening its B2B, consumer and corporate offering in the sectors.

She was previously head of PR at Digitalis Media and has held senior positions at Eulogy and Speed Communications. Her past clients include The Economist, Financial Times, Getty Images and Ministry of Sound.

Patrick Herridge, managing director of MWWPR UK, said: “Jessie has deep expertise of the media industry along with unique integrated PR experience which will make her a valuable addition to the MWW family. We’re thrilled to have her onboard.”

Allen added: “MWW’s international reach, bold approach and hunger to deliver the best results for clients in an ever-evolving and borderless media landscape excited me. I’m looking forward to working with some amazing clients and a talented team to help drive the success of the agency.”

Zoe Ogilvie, BIG Partnership

Opinion: The key growth opportunities for PR in 2018

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Zoe Ogilvie, director of BIG Partnership, outlines what she sees as the key growth areas for PR in 2018, including green energy, PR measurement, video content and more.

I’m not going to win any prizes for insight or originality by forecasting that the greatest growth for PR agencies in 2018 is going to come from the technology, healthcare, life sciences and consumer sectors. I might, however, surprise you by adding energy to these.

Based in Aberdeen – Europe’s oil capital, I have a background in hydrocarbons, so I’m an avid observer of trends in energy. With a focus on tackling climate change and a shift from a world powered by fossil fuels to one fuelled by technological advances in renewables, the global energy mix will continue to dominate the headlines in 2018.

Everyone, from NGOs to governments, companies and academics will need to have their communications strategies on this topic in place as both the developed and developing worlds seek a more sustainable future.

PR is ready to lead on marcomms strategies

With that said, and acknowledging the challenges in different sectors, the biggest opportunities for PR agencies will come from their ability to offer an integrated approach to clients. Those who cannot or have not evolved to offer the complete solution will be marginalised.

At BIG, we’ve been evolving for several years and are now reaping the rewards from our integrated approach which is centred on our founding principles of partnership, trust, creativity and results.

The role of the PR as the trusted adviser has never been more in demand. And once that status is achieved, it’s the foundation for long-term client relationships. It’s also the gateway to a broader remit and a seat at the boardroom table.

The good news for PRs in 2018 is that, in today’s digitally-driven world we are in pole position to lead on marcomms strategies. We can react quickly to design creative strategies that combine great content with our inherent story-telling ability and are focused on delivering measurable results.

Technology will help communicators deliver inspiring campaigns

Measurement and insight will be in even greater demand. Increasingly, clients will be seeking communications strategies and campaigns which are informed by insight and measured using sophisticated techniques.

For most PR agencies, creativity is a given. But content still remains too word-based when it must be much more visual. Video is key and that’s why we’ve invested in film makers and video production skills.

In the years ahead, there’s no doubt that consumers will be bombarded by ever more content with brands and organisations competing for their attention across a myriad of channels.

That’s why PRs who can deliver inspiring, relevant and entertaining content which gives their clients stand-out and a powerful voice will be the ones in demand. PRs who use content creatively to cut through all the noise and truly engage audiences and deliver results will be 2018’s winners.

PR News in Brief

This week’s PR news in brief (15-19 January)

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Here’s our round-up of essential PR news stories and features from the past week, including Good Relations’ Huw Morgan, account wins for Kaizo and Skout, and new appointments at Hotwire and Gong Communications. 

Thought leadership

Huw Morgan, director of Good Relations’ internal communications practice, argues that Carillion’s collapse shows why brands must invest in employee engagement.

Interviews

Archant’s Emma Youle talks about her work, why investigative journalism is a vital public service and how PRs can partner with investigative reporters.

PR Events

Cision’s first webinar of 2018 will explore the latest trends in media relations. In it, you’ll hear from two of PR’s leading authorities on how to create a media relations programme that delivers results in 2018 and beyond.

David Frossman, head of media at W Communications, will outline how to deploy media relations effectively as part of an integrated comms strategy.

Then, Eulogy MD Lis Field will give her top tips for securing coverage in an increasingly fragmented media landscape.

This essential webinar will take place at 2pm on Thursday 25 January. So, click here now to reserve your place at Future trends in media relations.

Account wins

Preventative healthcare service Thriva has appointed Tin Man following a competitive pitch process. The agency has been tasked with creating a campaign to raise brand awareness and increase the number of customers using Thriva’s home blood test service.

Meat-free burger brand Moving Mountains has appointed Palm PR to manage the launch of its UK-first “bleeding” plant-based burger, following a three-way pitch.

Little Tikes has appointed Carousel PR to manage its UK public relations, social media and influencer outreach. The agency will manage the brand’s press office activity, encompassing media relations, partnerships, launches and campaigns to raise brand awareness.

InternetRetailing Events has appointed Kaizo to refocus its comms strategy. Kaizo will work with it to generate thought leadership campaigns which resonate with business leaders and influencers, as well as retail and technology audiences.

Japenese licensing company Sanrio has hired Aduro Communications to raise awareness of its key brands in several trade sectors. Aduro will spearhead a campaign to introduce the Sanrio’s characters, which include Mr Men and Hello Kitty, to the UK trade press.

Brand USA has appointed Hills Balfour as its agency of record across Europe. It will represent the organisation’s interests across a number of European regions, adding to its established role representing Brand USA in the UK and Ireland.

Fruit and vegetable crisps brand Emily Crisps has hired Well Hello to a wide-ranging brief, tasking the agency with recruiting a progressive, bold audience to the brand with a mix of influencer, social and consumer media, along with experiential activity.

B2B agency Skout has won briefs with Birmingham City University, Gekko and Igloo Vision. It will create content marketing strategies to raise awareness of Birmingham City University and Gecko, while it has been tasked with building commercial and business awareness of Igloo Vision’s “VR igloos”.

Free-from brand BFree Foods has appointed Cow PR to promote its gluten free products. Cow will create an experiential campaign, underpinned by a press office function, to promote the brand to those looking to switch to gluten free food to improve health.

Artist and designer Maarten Baas has selected Alpha Kilo to handle his global PR. The agency will work with Maarten and his team to create a global strategy across digital and print media.

JPR Media Group will manage campaigns for Portugal Sail Week and jewellery brand ChloBo. The agency will create a launch event on a yacht for Portugal Sail Week and organise influencers to promote the event on social channels. It will promote the ChloBo jewellery brand across lifestyle press, bloggers and influencer marketers, as well as organising influencer-led events.

Bar and restaurants operator Albion & East has appointed Anteater Communications to handle its PR.

Clementine Communications will manage the PR and comms strategy for French brandy range St Remy.

Sports strategy and analysis software developer SGB Sports Software has appointed Bubble Agency to handle its global PR.

South African Tourism has appointed Ginger Juice as its UK social media agency for the next three years. Ginger Juice will provide strategic social media and digital support to raise awareness of South Africa as a destination in the UK market.

Professional and garden power tool manufacturer STIHL has appointed HROC as its full-service agency, following a successful partnership with the agency’s PR division since 2016.

Agency news

Shooting Star has selected Sophie’s Journey as its charity of the year for 2018. The agency will offer free PR services to the charity for the next 12 months, as well as taking part in fundraising activities.

LEAF and JessandAmyCreative Communications have partnered to launch an integrated boutique consultancy service for natural beauty and wellbeing brands.

People news

W Communications has appointed Adam Mack, Weber Shandwick’s former EMEA chief strategy officer, as its first ever UK CEO. Mack will work to enhance W’s strategic capabilities and develop its offering in areas including data analytics, ROI measurement and channel strategy

Milk & Honey PR has promoted Jo Cresswell to associate partner. The agency has also promoted Harriet King to senior client executive and appointed Lindsay Stanley as its “client director on the ground” in New Zealand.

Lexington Communications has appointed Paul McGrade as senior counsel to boost the agency’s Brexit strategy and advice offering. He joins from the Foreign Office, where he was a senior diplomat.

Hotwire has selected Dawn Crew as its next CMO-in-residence. The agency’s CMO-in-residence programme is designed to connect experienced, high ranking marketers with Hotwire’s staff and client network.

Filament PR has appointed former CIPR president Sarah Pinch as non-executive director. Pinch will support MD Anne-Marie Lacey in her ambition to grow the company.

Financial and corporate comms consultancy Morgan Rossiter has hired Stefen Colligan as account director and Kieran Phippard-Alfrod as account manager.

Nina Sawetz, MD of freelance PR consultancy Future, has won a place on WeWork’s ‘Mission Possible‘ Entrepreneur initiative. Sawetz will have access to free office space, professional advice, mentoring programmes and exclusive WeWork events. The initiative was created to reward companies and entrepreneurs which look to affect positive change.

B2B agency Gong Communications has appointed Joanne Cotterell as financial director following a number of financial client wins.

Sale-based agency One has appointed Grace James and Sean Cresswell to its PR and Social team. James joins as PR account executive, while Cresswell will assume the role of social account executive.

Mischief PR and MHP Communications owner Engine Group has appointed Paul Caine as executive director of its board.

Elspeth Rothwell, Vested

Vested appoints former FTI Consulting MD as UK CEO

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Vested has appointed Elspeth Rothwell, a former FTI Consulting MD, as its UK CEO.

Rothwell will run the firm’s European operations following Vested’s acquisition of Templars Communications earlier this month, which is driving its European expansion.

At FTI Consulting, Rothwell was responsible for delivering integrated comms campaigns and strategic planning for financial services clients. Before that, she was deputy managing director at Consolidated PR, where she ran the firm’s financial services offer.

Her client experience includes American Express, Brewin Dolphin, HSBC and Virgin Money.

Rothwell will work closely with Kitty Parry, the former Templars Communications CEO, alongside the US management team.

“It is a privilege, honour and delight to join the Vested team,” said Rothwell. “I believe Vested’s approach is both refreshing and on the money. I’m delighted to join such an innovative and entrepreneurial organisation that is already changing the shape of financial services communications.”

Ishviene Arora, co-founder and chief operating officer of Vested, added: “We acquired Templars in the UK because we recognise the opportunity a major financial market like London presents and having the right person to lead us in the region is critical.

“Elspeth is an accomplished professional with a track record of excellence in thinking big and delivering value to clients, and we’re thrilled that she chose to join our team.”