PR News May 2026

Tangerine launches Retriva to tackle AI algorithms drowning brand voices

Comms agency Tangerine has launched Retriva, a new strategic tool designed to help brands understand and measure how they appear in AI-generated answers. The launch comes on the back of research that reveals consumers are increasingly relying on AI when searching online and making purchasing decisions. 

The tool diagnoses how brands are appearing across AI-led environments, identifies where they are being overlooked and highlights the digital, search, earned and authority signals that need strengthening to improve visibility, trust and recommendation over time. 

New research commissioned by Tangerine reveals nearly half (47%) of UK adults would rather rephrase a question than leave an AI platform if they do not initially get the answer they want. More than a quarter (26%) stop searching altogether once an AI tool gives them a recommendation or response. 

Anna Rashid, Head of Digital Innovation at Tangerine, said: “AI is rapidly becoming the UK’s invisible influencer. Consumers continuously use AI-generated answers to decide what to buy, who to trust and where to spend their money." She added: “We found that many buying journeys start and end with AI, so it’s here, or nowhere – if you’re not showing up in these results, people won’t come looking for you elsewhere."

Tangerine’s research shows that the shift is even more pronounced among younger consumers. Four in ten (40%) 25 to 34-year-olds now trust AI as a primary source of information, while 39% say they have made purchases directly from AI-generated recommendations. “With younger consumers, it’s not just search behaviour that’s shifting. Purchasing habits are going with it, often cutting search and social out of the equation altogether,” said Rashid. 

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Lexington strengthens Health practice with senior appointment

Lexington has appointed Alice Inch as a director in its growing Health practice, as the consultancy continues to expand its public affairs and communications offer to clients across healthcare and the life sciences.

Alice brings significant experience in UK life sciences and health policy, joining Lexington from NHS Alliance, where she was a Senior Policy Advisor in Innovation and Life Sciences. She has previously held senior roles at WA Communications and Portland, advising organisations across the health and life sciences sector on integrated public affairs, policy and communications programmes. 

At Lexington, Alice will lead a number of the consultancy’s major UK public affairs accounts, supporting clients at a time of continued growth for the business. She will also work closely with both Ed McRandal, Executive Director and Chair of the Health practice, and Will Culliford, Director and Head of Health, to lead and develop the team.

Ed McRandal, Executive Director and Chair of the Health practice, said: “Alice is an exceptional addition to our award-winning Health team. She brings deep expertise in UK life sciences, public affairs and policy at a time when clients need senior counsel to navigate a fast-changing external environment. Her appointment reflects both the momentum of our Health practice and our ambition to keep building a team that can help clients shape the conversations that matter most.”

Alice Inch said: “I am delighted to be joining the Lexington team at such a crucial time for engagement with government, policymakers and the NHS.  I look forward to working with the team to support the agency’s continued growth and with clients to deliver impact in an increasingly complex policy environment.”

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Castle Dairies hires Joe Public as its PR agency

Castle Dairies, the Caerphilly-based family business, has appointed Joe Public as its PR agency. Established in 1966, Castle Dairies produces a range of premium block and spreadable butters which are stocked nationally in major retailers including Sainsbury’s, Waitrose and Ocado, and Tesco.

 Castle Dairies is one of Joe Public’s founding clients, after it was launched in February 2026 by Ruth Kieran and Amy Searle. The agency, which focusses on shopper and customer PR and influence, will be working with the third-generation, family-owned dairy business which is based in South Wales to help drive distribution and increase awareness of its everyday and premium ranges as it expands its presence into English stores. 

Ruth Kieran, CEO & co-founder of Joe Public said: “Castle Dairies is exactly the type of client we love working with – passionate, growing and dedicated to producing a fantastic product for shoppers. We’re excited to be working with Nigel [Lloyd, owner of Castle Dairies] and his team to bring their delicious butters to the aisles of retailers and on to the plates of the British public.”

Castle Dairies works closely with British dairy farmers and suppliers, championing local sourcing and sustainable practices. Its portfolio includes both every day and premium ranges of butters and spreadable butters.

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One-in-three cyber comms pros admit to misleading claims

New research from Whiteoaks International suggests cyber security communications professionals have encountered marketing claims they believe may overstate or misinterpret product capabilities.

A survey of 152 senior UK marketing, PR and communications professionals working in cyber security found that nearly one-in-three (30%) said they had been involved in producing messaging they believed included excessive, misleading or unsubstantiated claims, whilst more than half (51%) said they had seen this type of messaging in the sector.

The findings point to a wider challenge in how complex cyber capabilities are communicated to non-technical audiences, particularly where marketing language may imply greater certainty or protection than solutions can realistically guarantee.

This language often involves absolute or over-simplified promises. Almost every professional surveyed (99%) says they use terms such as “100 per cent protection”, “total security”, “fully protected”, or similar, in marketing and PR materials. Most surveyed marketing professionals are aware they are skating on thin ice, with 89% agreeing that such terms could give the impression a product or service offers complete protection against cyber-attacks.

This use of inflated claims persists despite many comms professionals having first-hand experience of the negative consequences. Nearly half (47%) of respondents say their organisation has experienced commercial or reputational impact linked to inaccurate or oversimplified messaging, including lost business opportunities, legal action, negative media coverage and a decline in client satisfaction.

The pitfalls of excessive claims or inappropriate terminology are understood by the majority of PR and marketing professionals. Nearly eight-in-ten respondents (78%), for example, agree miscommunication can damage a company’s reputation, and 72% believe overstated or “fluffy” language in marketing materials may increase legal risk. Even so, only 23% say they always seek legal review of communications before publication.

The research also found that while respondents say unfounded claims and exaggeration are widespread, they may have a blind spot about their own messaging. Nearly nine-in-ten, for instance, (86%) say their own company’s marketing and PR content accurately reflects product capabilities.

Hayley Goff, CEO at Whiteoaks International said: “Our research highlights the extent to which cyber security marketing and PR professionals are encountering claims they believe may go too far. What stands out is that many of the professionals using this kind of language are also aware of the risks it can carry – from reputational damage through to legal consequences. That points to a clear need for more accurate, responsible and trustworthy communication across the sector.”

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The News Review: Spygate - The PR approaches of Saints & 'Boro compared and Swatch CEO Nick Hayek Jr's less sanitised approach to comms

Authentic executive communication vs. corporate sanitisation The podcast opens with a fascinating critique of Swatch CEO Nick Hayek’s unconventional Radio 4 interview. While mainstream commentators rapidly branded the appearance a catastrophic failure, Mark Borkowski and Angie Moxham offer a refreshing counter-perspective. Instead of cowering behind safe, predictable corporate scripts, Hayek projected the inherent confidence and personality of the family-run brand. The panel agrees that modern consumers actively reject over-sanitized rhetoric, preferring unvarnished transparency. As Borkowski notes, "Bland, antiseptic, vanilla talk does not connect."

Calculated narrative building and strategic influencer campaigns The discussion then shifts to the recent "Spygate" football controversy involving Middlesbrough and Southampton. Host Ben Smith expresses admiration for the remarkably disciplined and highly effective influencer campaign orchestrated by Middlesbrough’s comms team and chairman, Steve Gibson. Rather than dumping information all at once, Middlesbrough carefully built their narrative over time. They secured top-tier legal representation, briefed cooperative ex-players, and systematically leaked damning photographs of an opposing spy to friendly journalists. This proactive storytelling successfully controlled the public agenda, forcing Southampton into a defensive crouch. Because Southampton’s legal constraints left their communications team completely silent, the resulting media vacuum was instantly filled with a narrative of guilt.

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BookTrust hires Kindred to evolve brand positioning

BookTrust has appointed Kindred to raise the profile of how reading transforms children's life chances and to increase awareness of the charity's work among its network of professionals, supporters and delivery partners.

The independent PR and comms agency was selected following a three-way competitive pitch at the start of the year. The new brand positioning and narrative will be led by Chief Client Officer Charlotte Dolman, who heads up Kindred’s narrative division. 

BookTrust is the UK’s largest children’s reading charity. Last year it reached over 1.4 million families across England, Wales and Northern Ireland, working with over 30,000 community-based partners.

Kindred’s appointment follows the launch of BookTrust’s five-year strategy – Reading for a brighter future – to help more children and families build a regular reading habit and experience all the benefits that shared reading brings.

Kindred will work with BookTrust’s leadership and marketing teams over the coming year to refine how the charity talks about its purpose and impact, and how this is activated across a complex range of touchpoints with diverse audience groups. 

Talking about the appointment, Katie Florence, BookTrust’s Director of Communications, said: “BookTrust has a legacy that spans over 100 years. Kindred understood the challenge and opportunity to grow our narrative and further our mission.  Our scale of delivery, working with fantastic local reading advocates allows us to bring the lifelong benefits of reading to children who need it the most. However, in an increasingly complex society, we must ensure that the importance of shared reading in the earliest years of a child’s life continues to cut through.”

BookTrust joins brands including Epson, Diageo and Axiom Maths using Kindred’s newly launched, Purpose Storyteller, a strategic function which helps brands find their purpose, create an effective narrative and develop audience-tested messaging frameworks.

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Skout pivots to ‘PR for HR’ as data reveals disconnect between HR buyers and vendors

PR agency Skout has announced a strategic pivot to focus on ‘PR for HR’ - working with brands that sell to HR and people leaders, as demand increases for agencies with deep specialism in the people and work agenda.

The change in focus addresses the growing gap between HR leaders’ needs and HR focused brands’ messaging and content. Research with 100 UK HR decision makers by Sapio showed that only 31% think HR vendors are highly relevant to their day-to-day priorities. However, 96% of people leaders are more likely to engage with vendors that directly address their current challenges.

“Nearly all HR decision-makers are more likely to engage with vendors that address their real challenges, yet only a minority see vendors as highly relevant day-to-day,” said Rob Skinner, managing director, Skout. “That’s a significant opportunity. Our expertise helps brands close that gap quickly, sharpen their stories and move ahead in a competitive HR market.”

The relaunch builds on Skout’s experience with HR and workplace brands including UKG, BI WORLDWIDE, Crown World Mobility, LumApps, BHSF and Strengthscope, among others.

Responding to a relevance problem

Supporting this new focus, Skout will also be introducing a new strategic PR planning, delivering and measurement framework - designed to help HR brands identify gaps in audience relevance and move closer to the HR decision-makers they want to influence.

Skinner continues: “HR leaders are under intense pressure and constant scrutiny. The reality is that while most brands selling to HR believe they understand their audience, the data shows a clear gap between what vendors say and what people leaders actually need.”

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Third City launches GEO Planning Unit and AI visibility tool GEOView

Third City has launched a dedicated Generative Engine Optimisation (GEO) Planning Unit, as it unveils GEOView, a new tool designed to give marketing and communications leaders a clear picture of how their brands appear inside the world's leading AI platforms, from ChatGPT and Gemini to Perplexity and Claude.

The launch follows Third City winning GEO Agency of the Year at the PRmoment Awards 2026.

The GEO Planning Unit is led by the agency's Head of GEO Cathy Farmer, with Account Director Izzy Shipley and Senior Account Manager Isabella Iacovone completing a specialist team dedicated to AI visibility strategy.

The unit draws on almost a year of live client work, during which Third City has delivered AI visibility programmes across sectors for global companies such as Dr Martens and Kia, and built a methodology that treats GEO as a strategic communications discipline, where brands earn AI visibility through distinctive, high-quality storytelling and PR, not keyword optimisation or link building. GEOView works by running hundreds of searches across AI platforms to build a reliable picture of where a brand appears, how it compares against competitors, and which sources shape those answers. Because AI platforms give slightly different answers every time, the tool runs each search repeatedly to capture genuine patterns rather than one-off results.

This data is then paired with strategic analysis from the GEO Planning Unit to produce a diagnostic report and action plan, mapping what AI platforms are saying about a brand against what the brand actually wants to be known for, and where the gaps are.

In line with its B Corp commitments, Third City has also partnered with Offset AI, which measures and offsets the carbon and water footprint of AI usage through verified restoration projects, making it possibly the first UK communications agency to offset the environmental impact of its AI work.

"AI search rewards brands with something distinctive to say and ignores everyone else. Generic content gets absorbed into the consensus answer; only authoritative, non-commodity voices get cited. Even Google is now telling brands this explicitly. We've built the tooling and the team to help brands stay on the right side of that shift, and accounting for the environmental cost is part of doing it responsibly," said Mark Lowe, co-founder of Third City.

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Kreab London appoints Dominic Raab as senior advisor

Kreab London is delighted to announce former Deputy Prime Minister the Rt Hon Dominic Raab has joined as a senior advisor.

Raab will be advising clients on defence and intelligence-related issues, including domestic politics, public policy and international geopolitics. His role at Kreab London will expand his current portfolio as Head of Global Affairs at Appian Capital Advisory, special envoy to the World Gold Council on artisanal and small scale mining, and as a Distinguished Fellow at the Royal United Services Institute (RUSI).

His previous roles in the UK government, in addition to Deputy Prime Minister, include Foreign Secretary, Secretary of State for Justice and Lord Chancellor.

Dominic Raab, Kreab London Senior Advisor said: “This is a time of fast moving and complex change across domestic politics, public policy and international geopolitics. I greatly look forward to advising Kreab clients and helping them navigate through this evolving landscape.”

Christopher Philipsborn, Kreab London Managing Partner said: “Dominic joins our growing family of international Senior Advisors across 30 offices worldwide. He is a great addition to our London offer. We are delighted to welcome him to the team.”

Karl Isaksson, CEO Kreab Worldwide said: “With over 450 consultants worldwide and continuing expansion it is great to welcome Dominic to Kreab Worldwide. Founded in Stockholm in 1970, we proudly remain a partner-run, family-owned global advisory firm. Dominic is an important addition to our senior advisor team which includes our vice chairman, former Swedish Prime Minister Carl Bildt, former Latvian Prime Minister Krišjānis Kariņš and former President of Ecuador Rosalia Arteaga Serrano, amongst many others.”

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80% of news bulletins now contain multiple crisis stories

Modern news increasingly feels less like a sequence of separate events and more like a continuous condition of pressure, according to a major new report from Be Broadcast’s Mission Control division.

The report, The News and the State of the Nation, analysed every BBC and ITV News at Ten bulletin broadcast between September 2025 and March 2026, tracking thousands of individual stories by topic, emotional tone, escalation, repetition and resolution.

The findings reveal how heavily modern news coverage is now structured around crisis, conflict and consequence. More than 80% of bulletins contained at least two crisis or scandal-led stories, while more than a third contained four or more. By contrast, just 3% of stories focused primarily on resolution or progress.

Negative emotions accounted for around 65% of all coverage, with concern emerging as the dominant emotional state. The report argues this repeated exposure to instability, uncertainty and escalation is helping shape a wider atmosphere of pressure that audiences increasingly carry through daily life.

Alongside the content analysis, Be Broadcast also surveyed broadcast journalists working across national and international television and radio. Around 70% said they struggle to switch off from work, while 65% said repetitive crisis coverage leads to emotional fatigue or overwhelm. More than 80% described the current news environment as mostly or predominantly negative.

The report suggests the findings have implications not only for journalism and politics, but also for brands, public trust and wider communications. Rather than responding with louder positivity or distraction, the analysis argues organisations increasingly need to communicate through clarity, usefulness, reassurance and genuine human connection.

Josh Wheeler, founder of Be Broadcast, said the research was designed to better understand “the cumulative effect created when people are repeatedly exposed to conflict, instability, consequence and uncertainty over long periods of time, often with very little visible resolution”.

The full report is available at https://bebroadcast.co.uk/

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Hospitality marketing agency MeMo wins Pitch account

London-based hospitality marketing agency MeMo has been appointed to provide full-service marketing support for Pitch across its London venues in Canary Wharf, Soho, and the City. The agency will also oversee brand evolution and marketing strategy, feeding into the group's growing franchise network in the UK, Ireland, and upcoming launches globally.

Pitch is an indoor golf and socialising concept that blends immersive ‘Trackman' powered gameplay with elevated food, drink, and design-led hospitality.

MeMo’s remit will focus on building long-term brand equity, driving demand and footfall, and positioning Pitch as a must-visit destination in every market it enters.

Nat Coombs, founder & CEO at MeMo, who has also spent more than 20 years as a live sports broadcaster, anchoring shows for BBC, Channel 4, Sky Sports & FIVE, said: “What drew us to Pitch is the way it thinks about experience first, not just the game, but the atmosphere, the energy, and the cultural role the brand wants to play. That mirrors how we approach content, creative, and brand direction at MeMo.”

The win marks MeMo’s first move into the competitive socialising hospitality space, further strengthening the agency’s portfolio of UK and international restaurants, bars, hotels, and FMCG brands.

Chris Ingham, co-founder at Pitch, said: “We’re thrilled to be partnering with MeMo because they understand that hospitality brands today need far more than traditional marketing – they need cultural relevance, strong storytelling, and a clear brand vision.”

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Whitworths cyclists deliver petition to Downing Street calling for 5-a-day review

This week, a team of cyclists from Whitworths completed a 200km ride from Irthlingborough to Number 10, delivering a petition calling on the government to review and refresh the UK’s 5-a-day dietary guidance.

The ride marks the culmination of the “Gaps to Gains” campaign, which is focused on tackling nutrient gaps in the UK diet, and encouraging a more positive approach to public health messaging.

The petition is backed by health professionals and organisations, alongside a new white paper highlighting growing concerns around diet-related ill health and nutrient deficiencies.

Riders arrived at Downing Street to hand in the petition alongside the Gaps to Gains white paper, which highlights the urgent need to address widespread nutrient deficiencies across the population.

Turning “Gaps to Gains” into action

The 200km ride symbolises the distance between awareness and action in tackling diet-related disease and the collective effort required to bridge that gap.

“This ride represents more than a journey – it’s a statement,” said Phil Gowland, Director of Health at Whitworths. “We have the evidence, we have the opportunity, and we have one of the most powerful public health tools in 5-a-day. Now is the time to strengthen it.”

The campaign reflects growing evidence that positive dietary guidance focused on what to eat more of, is more effective at driving long-term behaviour change than restriction alone. 

Poor diet is now one of the leading causes of preventable ill health in the UK, contributing to rising levels of obesity, type 2 diabetes and cardiovascular disease, and placing increasing strain on the NHS and wider economy .

Yet experts warn that the conversation has become too focused on reducing unhealthy foods, and not enough on what people should be eating more of.

“What we’re not eating is causing as much harm as what we’re having too much of,” added Gowland. “If we are serious about improving the nation’s health, we must close the nutrition gap, not just fight the excess.”

The petition calls on government to:

• Commission a formal review of the 5-a-day framework
• Ensure it reflects the latest nutrition science and current health challenges
• Consider how it could be strengthened to better support nutrient intake across the population

Campaign leaders emphasise that this is not about replacing 5-a-day, but building on its success, evolving a highly recognised and trusted framework to deliver even greater public health impact.

As part of this review, the campaign encourages the government to explore whether a broader range of nutrient-dense foods such as wholegrains, legumes, nuts and seeds could play a role in helping people meet their nutritional needs.

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AMEC launches GEO Principles to bring rigour to AI-led measurement

AMEC, the International Association for the Measurement and Evaluation of Communication, has launched the AMEC GEO Principles alongside a companion resource, A Practitioner’s Guide to GEO Measurement, to help communication professionals measure and understand the growing impact of AI-led discovery, search and generative answer environments.

The initiative responds to the rapid rise of AI-generated summaries, conversational search, large language models and zero-click discovery, which are increasingly shaping how organisations, brands and reputations are found, understood and trusted online.

Developed over more than six months, the principles and guide were shaped through collaboration between agency practitioners, analysts, academics, technology specialists and AMEC members. 

GEO, or Generative Engine Optimisation, is increasingly being used to describe how organisations appear in AI-generated answers and discovery environments. AMEC’s new principles are designed to help practitioners assess this area responsibly and ethically, without reducing measurement to simplistic rankings, vanity metrics or opaque scores from individual tools.

The work builds on AMEC’s wider legacy in communication measurement and evaluation, including the Barcelona Principles, the Integrated Evaluation Framework and the Data Quality Initiative, encouraging practitioners to connect GEO measurement to real communication objectives, reputation, trust and organisational outcomes.

The AMEC GEO Principles set out a framework for measuring AI-led discovery across three connected areas:

• upstream reputation - the earned, shared and owned signals shaping how an organisation is understood, including media coverage, reviews, expert commentary and reputation signals
• search and content readiness - the extent to which digital content is structured, credible, accessible and interpretable by search engines and AI systems
• downstream AI outputs - how organisations appear in AI-generated answers, including accuracy, prominence, framing, citations, omissions and reputational risk

The principles also introduce baseline evidence requirements for GEO measurement, including repeatable prompts, documented methods, transparent assumptions and clear limitations. They reinforce that AI outputs should be treated as directional evidence rather than absolute truth.

James Crawford, managing director of PR Agency One and AMEC board director, said:

“Clients and boards are increasingly asking how GEO and AI-generated outputs should be measured. There is some excellent innovation taking place, but there are also uneven standards, overclaiming and methodologies that are not always transparent enough.

“These principles were created because the industry needs a more rigorous and credible way of evaluating AI-led discovery. The most useful measurement comes from triangulating evidence: understanding the reputation signals feeding the information environment, whether organisations are technically and editorially discoverable, and what AI systems ultimately present to users.”

Johna Burke, CEO and global managing director of AMEC, said:

“As AI increasingly shapes what people see, trust and act upon, the communication industry must hold itself to higher levels of transparency, evidence and accountability.

“The AMEC GEO Principles reflect a global collaborative effort to encourage more responsible, rigorous and credible approaches to measurement in the AI era.”

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AI integration in public relations teams

This latest PRmoment podcast with Grayling's Tom Symondson explores AI integration in public relations.

Tom simplifies the process into 3 themes: 

AI Integration and Strategy
Agencies will implement AI by prioritizing internal efficiency and service innovation. Implementation success requires depth over breadth to maximize impact.

Human Augmentation and Risks
AI should serve as an augmentation tool to support experts rather than replacing critical thinking. Teams must guard against efficiency-focused work becoming low quality.

Operationalizing AI Implementation
Agencies should decentralize AI expertise by embedding champions within teams instead of separate hubs. Prioritizing repetitive tasks allows firms to scale high-value client services.

If you want to learn more about how the future of PR will be impacted by AI, don't miss PRmoment's PR Masterclass: AI in PR.

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Speed Communications appoints Claire Crutchley as business growth director

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House of Magnum: Ice cream inspired fashion in Cannes

Magnum Ice Cream produced its first ever fashion show for a beach activation during Cannes Film Festival.

PA Media Assignments returned to the beautiful South of France last week to support Magnum on its first-ever fashion show, held during the 79th instalment of the annual Cannes Film Festival, marking the launch of the House of Magnum. The campaign, curated by globally renowned fashion stylist and ‘Magnum Taste Architect’ Law Roach, brought together an international roster of designers to create couture pieces inspired by the ice cream brand’s most iconic products, alongside its latest tasty offerings for 2026, La Pistache and La Pêche. 

The show culminated in a standout closing moment from Heidi Klum, wearing a bespoke Raissa Vanessa design inspired by La Pistache.

PA Media Assignments’ photography manager, Phoebe Jenner, said: “We were thrilled to be back in Cannes again this year. It continues to be a key moment for brands to make a lasting impression, and this activation for Magnum truly captured the crossover between fashion and culture. It’s always such a whirlwind event, but this year was one of the best yet.”

Agency: Golin
Client: Magnum
Sector: FMCG
Photograph credit: Matt Crossick/PA Media Assignments

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Nobull wins PR contract for new carmaker LEPAS

Nobull Communications has been appointed to lead media relations and PR for new car brand LEPAS ahead of its UK launch this summer. Nobull, will be the brand’s main point of contact for all PR, press fleet enquiries and media events. 

The agency, an automotive specialist for over 25 years, won the contract after a tender process. 

Nobull’s new LEPAS team will be led by experienced industry PR and Account Director Mal Hay, supported by Senior Account Manager, George Birch, and Account Manager, Owen Hill. 

Nobull Senior Associate Director, Kally Carder, said: “LEPAS is a young brand with big aspirations to make a major impact in the UK market. 

“We’re thrilled to have been appointed at a critical time in LEPAS’ development, ahead of its full market launch, so we’re able to make a real difference in delivering maximum media exposure to support its plans for rapid roll-out and growth.”

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How to survive the career crossover from journalism to PR

This is a feature from our sister site in India, written by Paarul Chand - but the insights are useful for PR folks everywhere:

"Journalism teaches you to ask the right questions; PR pushes you to anticipate them"

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Andrew Bloch reviews the biggest PR pitches in April

@prmomentuk Ben Smith chats to @Andrew Bloch about the pitch market in PR throughout April in the UK… #podcast #ukpr #ukbusiness ♬ original sound - PRmoment

You can listen to Andrew's full analysis of the PR pitch market on the PRmoment Podcast. Subscribe on iTunes or Spotify

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This week's top PR analysis

Good and Bad PR: Mike Ashley, Shein vs. Temu, TikTok's counterfeit plan, and Scottish golf heritage

The panic about the death of the billable hour is overstated – and inevitable

Measurement is still internal comms’ credibility gap

How to avoid recruitment scams in the age of AI

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Mark Borkowski and Angie Moxham discuss Keir Starmer's ineffective communications style

@prmomentuk The PRmoment Podcast’s News Review discusses Sir Keir Starmer’s ineffective communications style. #politics #ukpolitics #uknews #pr #comms ♬ original sound - PRmoment

Subscribe to the PRmoment podcast on iTunes or Spotify

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Wilful strengthens its climate commitment with new client wins and strategic partnerships

Communications agency The Wilful Group has announced a series of wins and partnerships, reinforcing its position at the intersection of climate, innovation and impact.

The agency has been appointed by global, non-profit organisation, 1% for the Planet, as its PR agency. It has also become a member of the organisation, committing 1% of annual revenue to support environmental partners worldwide. Wilful will also provide additional pro-bono support to deepen the impact of the organisation’s PR campaign in the UK. The agency already commits 160 hours of pro-bono support annually to positive impact causes and is a certified B Corp.

Wilful has also announced a strategic partnership with Blue Earth Summit, the “Festival of the Future”, to deepen its work across risk, insurance and climate storytelling. The partnership will see it convene a content capsule, bringing risk and reinsurance into the climate conversation for the first time in Blue Earth Forum and Summit programming, including during London Climate Action Week.

Following a successful first year, the agency has also been re-appointed to support the Africa Prize for Engineering Innovation, raising awareness of the Prize in the media and taking on an additional brief focused on paid social strategy. Last year, Wilful delivered strategic communications support across the Prize, profiling and showcasing 16 innovators across seven countries, raising awareness of applications opening and supporting alumni with their communications strategies. The campaign generated 99 items of organic coverage, including BBC, CNN and The Telegraph. 

Wilful co-founder, Narda Shirley said: “At Wilful, we believe communications should be a force for progress, not just visibility. Together, [our clients] represent a growing movement of organisations that are serious about climate action, grounded in science and focused on measurable impact. Our role is to help shape and amplify that collective momentum, supporting the organisations doing the hard work to change the world for the better.”

As part of its commitment to climate issues, Wilful will host a series of comms workshops and learning sessions for its community of climate innovators.

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Sunderland AFC’s iconic Black Cat replaced with ‘Black Dog’ to mark Mental Health Awareness Week

Sports media brand LiveScore, in partnership with Sunderland AFC, has unveiled a new campaign that sees the club’s iconic Black Cat temporarily replaced with a ‘Black Dog’ – a symbol designed to spark conversations around mental health. 

Led by MatchFit in collaboration with Bicycle, the campaign is timed to coincide with Mental Health Awareness Week (11 – 17 May). The activation boldly transforms a core emblem of Sunderland AFC at Black Cat House, close to the club's Stadium of Light. 

The ‘Black Dog’, widely recognised as a metaphor for depression, subtly replaces the club’s famous symbol to prompt curiosity among fans, with its deeper message about recognising and addressing mental health challenges and suicide prevention.

Dominic Vye, Marketing Director at LiveScore, said: “Football has an unmatched ability to bring people together, and with that comes a responsibility to use our platform for something bigger. As principal partner of Sunderland AFC, we wanted to create a campaign that doesn’t just raise awareness, but genuinely stops people in their tracks and makes them think.”

At the heart of the campaign, LiveScore is encouraging fans to engage with the Foundation of Light’s mental health & suicide prevention programme, ‘Game of II Halves’. The project aims to work with men 16+ within Sunderland, equipping them with skills, confidence and knowledge to promote positive mental health messages, signpost to appropriate services for those in need, and reduce stigma associated with self-harm and suicide.

The campaign comes at a critical time for the North East of England, which continues to record the highest suicide rates of any region in the country. In 2024, the rate was 15.1 deaths per 100,000 people, significantly higher than the average in England of 11.1 per 100,000.

Alongside the Black Dog campaign, LiveScore hosted additional matchday activities ahead of its recent Manchester United home fixture. This included a series of fan engagement experiences outside the stadium, and a front cover feature of the matchday programme.

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Hippo Leasing accelerates digital growth strategy with new agency appointment

Hippo Leasing, one of the UK’s leading vehicle leasing specialists based in Blackburn, has appointed search and AI marketing agency, Marketing Signals, to manage its digital PR, search marketing and AI/LLM visibility activity. 

The partnership comes as Hippo Leasing continues to scale its online operations, focusing on streamlining the digital journey for customers looking for new and used vehicle leases. 

Marketing Signals, which has extensive automotive experience after working with the likes of Autotrader, Leaseloco, and LeaseCar, will be responsible for increasing the brand's organic visibility and executing creative campaigns to build Hippo’s profile across national, regional and trade media.

Gareth Hoyle, managing director at Marketing Signals, commented: "We’re looking forward to getting stuck in, using our SEO and PR expertise to drive more traffic to their website and help them hit their commercial targets for the year ahead." 

Hoyle added that as more consumers turn to AI tools to compare vehicles and research their options, the focus on digital PR was now as important as traditional methods. "We understand that shift, and part of our work with Hippo will be ensuring the brand has a strong presence wherever their customers are searching, whether that's Google or an AI assistant.”

Tom Preston, managing director at Hippo Motor Group said Marketing Signals stood out for their results-driven approach. "This appointment is about making sure that when people search for a car lease, Hippo is the first name they see and the brand they trust."

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Sneak Energy appoints Joe Public

Sneak has appointed Joe Public as its PR agency, as the disruptive functional drinks brand accelerates its expansion across UK retail.

Known for challenging category conventions, Sneak has built a fiercely loyal community through its unapologetically disruptive personality and functional drinks portfolio spanning energy, hydration and nutrition.

Joe Public, founded in February 2026 by Ruth Kieran and Amy Searle, specialises in shopper and customer influence. The agency will lead Sneak’s trade, shopper and corporate PR strategy, supporting the business as it continues to scale awareness, distribution and influence across retail and shopper audiences.

Amy Searle, MD & Co-Founder of Joe Public, said: “From the very first conversation, it was obvious there was huge alignment between Sneak’s ambition and the kind of agency we’ve built Joe Public to be. The brief played directly to our strengths: building physical and mental availability, influence and relevance with both shoppers and retail audiences in ways that genuinely drive commercial impact."

Ashley Read, CEO at Sneak, added: “Joe Public immediately understood what makes Sneak different and the scale of our ambition for the brand in UK retail. They challenged and sharpened our thinking from the outset, bringing strong strategic perspective alongside a clear understanding of how to build influence across both trade and shopper audiences." Read added that as they were looking for a partner that could match the pace and ambition of the brand, Joe Public "absolutely delivered that from day one.”

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Suzanne Howe Communications becomes a Certified B Corporation™

Kent-based B2B PR specialists Suzanne Howe Communications (SHC) has announced its certification as a B Corporation (or B Corp™).

B  Corp Certification assesses the entirety of a business’ operations and covers impact areas related to practices around governance, workers, community, the environment and customers. 

The B Corp community in the UK is the largest and fastest-growing in the world, with over 2,600 companies spanning a range of different industries and sizes.

“Certification means that we meet B Lab’s integrated social, environmental, and governance standards. This embeds our purpose and plans for positive impact in our company’s DNA, so that we’re aware of our impact on people and the planet," added founder and managing director Suzanne Howe.

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TopLine agency founder launches lead generation consultancy for the AI search era

Heather Baker, former agency founder and CEO at TopLine, has launched The AI Edit, a lead generation strategy consultancy, with its flagship B2B Lead Accelerator open for applications to its first cohort.

The AI Edit combines two decades of B2B lead generation experience with AI fluency at its foundation. Baker sold her previous agency in 2021, before becoming CEO of its acquirer and leading it through a period of rapid growth. She has spent two decades focused on B2B lead generation, has trained 1,400+ leaders in AI, and is a CPD-certified provider for AI Fluency for Leaders.

"Most B2B businesses are throwing AI at broken lead generation systems and wondering why nothing works," says Baker. "The AI Edit is built for businesses that want to fix the system first. AI fluency is the foundation. Lead generation is the outcome."

At the heart of the consultancy is the AI Edit Method, a proprietary eight-stage framework covering inbound, outbound and brand-building channels. The B2B Lead Accelerator translates that framework into an ongoing programme for a small group of businesses, combining strategy, training and one-to-one consulting.

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Ever Wondered launches – a journalist-led advisory firm built for the AI search era

Two veteran technology journalists have launched Ever Wondered, a strategic communications advisory firm with a brief to help startups, scaleups, VCs and corporates cut through in both traditional newsrooms and AI search.

The firm is co-founded by Sam Shead, formerly Tech & Innovation Editor at LinkedIn News and previously a tech journalist at the BBC, CNBC and Business Insider; and Jim Norton, formerly Technology Editor at the Daily Mail and writer across UK national titles.

With more than 30 years of combined experience at top-tier publications, the duo are bringing a "newsroom mindset" to communications – built on the conviction that, in a crowded and increasingly automated marketplace, original storytelling is what separates companies that get heard from those that don't.

"For years, our job was sifting through a constant stream of pitches every day, deciding what to use, and turning that information into stories people wanted to read," says Norton, who serves as Editorial Director. "It's that editorial instinct – what's worth telling, and how – that we bring to clients at Ever Wondered."

The company offers three services – strategic press, editorial content, and LinkedIn mastery – spanning earned media, owned media, and social. Together they are built to help clients cut through in AI search, which surfaces companies with a clear, consistent message across every channel.

Managing Director, Shead adds: "The companies winning attention now are the ones investing in landing their message across every communication channel – because that's how you surface strongly in AI search. That's what we're built for – helping our clients build the reach, influence and trust that drive commercial growth."

Mischa Kuepper, Head of Communications at VC firm Redalpine, says the founders' backgrounds as tech journalists gives them an edge. "They think like journalists first. Their media connections are exceptional, but it's the editorial instinct behind them that makes the difference. By putting the story back in focus, Ever Wondered is filling a real gap in the industry."

Ever Wondered is already working with a roster of venture capital funds, early-stage and growth-stage technology companies across AI, deep tech and enterprise software. The firm is also currently hiring for its first full-time roles.

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Cherish PR wins competitive pitch to become retained agency for CASETiFY

Cherish PR, part of The Wilful Group, has been appointed as the UK retained PR agency for global tech and lifestyle accessories brand CASETiFY, following a competitive multi-agency pitch.

The six-figure brief will see Cherish PR lead UK communications strategy and execution, supporting CASETiFY’s continued growth and brand presence in the market. The remit includes press office, campaign creative and execution, as well as seeding and gifting, with opinion leaders across lifestyle, fashion and tech media.

CASETiFY, known for its customisable phone cases and high-profile collaborations, has built a global following through culturally-led campaigns and partnerships with leading entertainment and lifestyle brands. The appointment comes at a key moment as CASETiFY continues to expand its footprint in the UK, having recently opened a stylish retail space at Selfridges in London.

Rebecca Oatley, founder of Cherish PR and co-CEO of The Wilful Group, said: “CASETiFY is a brand that truly sits at the intersection of tech, fashion and culture and is a perfect fit for Cherish. We’re thrilled to have been selected as their UK PR partner and we look forward to building on their momentum with bold, creative and impactful communications.”

Nick Bailey, Global PR & Communications Manager at CASETiFY, added: “Cherish PR stood out for their strategic thinking, creativity and clear understanding of our brand and audience. We’re excited to be working together as we continue to grow our presence in the UK.”

The appointment further strengthens Cherish PR’s portfolio across consumer, lifestyle and tech, and follows a series of recent client wins.

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The PR News Review: Starmer's local election troubles, while Nigel, predicably, loves it!

Mark Borkowski and Angie Moxham on PRmoment's PR News Review. 

We discuss the UK local elections results and the predictable huge gains for Reform and the huge losses for Labour. Our guests analyse the likely comms strategies now  - for Farage & Reform and Starmer & Labour.

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All your PR insight for this week:

Good and Bad PR: German sun loungers in court, things get worse for TG Jones and Amazon's drones

Stunt Watch: Madge & Grindr, the unbearable blazer, K-Supermarket on TripAdvisor and Independent Age's water on tap

Podcast: The burgeoning consumer PR market of the last 20 years

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This week's Creative Top 5 Campaigns

@prmomentuk Ben Smith delves into Creative Moment’s top five campaigns of the week including Vaseline’s accidental London Marathon nipple sponsorship Spike Lee’s video with Arsenal and Airwallex Bowel Cancer’s campaign Bebeto’s Shrinkflation campaign New kits for pets for the Workd Cup from adidas. #campaigns #pr #advertising ♬ original sound - PRmoment

This week’s creative campaigns show how brands are blending humour, purpose and cultural moments to cut through. From pet kits to purpose-led stunts, another week showing that creativity works best when it connects with real life.

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PACK'D with potential: Hatch appointed to lead PR & sampling strategy for organic frozen food brand

Leeds-headquartered creative communications agency, Hatch, has been appointed by PACK’D, the organic frozen food producer, to support its ambitious growth targets.

Hatch will be supporting the growing frozen food producer with its PR strategy, execution and consumer sampling activations, as PACK'D seeks to grow brand and product awareness amongst key audiences.

Since its launch in 2014 PACK’D has grown rapidly, expanding its range to include a full suite of high-quality frozen products with a focus on organic.

Amongst the brand’s portfolio of frozen fruits, vegetables and smoothie kits are recent innovative launches such as frozen, organic loose-leaf spinach, açai smoothie bowls, frozen organic pomegranate seeds, frozen chopped onion and frozen chopped garlic.

Hatch has been brought on board to support the brand’s growth following a number of national listings in Tesco, Sainsbury’s and Ocado, and the food service channel, as well as their own £1m revenue direct-to-consumer channel.

Now, with further listings and product launches in the pipeline, the brand has ambitious targets for further growth, aiming to increase turnover to £10m in 2026.

Emily Clapperton, Account Director at Hatch, commented: “Food & Drink PR is quite literally Hatch’s bread and butter, and we are always thrilled to work with genuinely innovative brands like PACK’D, helping them elevate and expand their reach through PR."

Katy Hamblin, Marketing Director at PACK’D, added: “This is a pivotal moment for the brand as we continue to grow and launch new and exciting NPD this year and grow the brand’s awareness, which is why we’ve brought Hatch onboard to amplify the brand’s messaging, and help drive trial of our products amongst our target audiences. We’re excited for consumers just to learn more about us and what we have to offer.”

Food and drink PR is a key offering at Hatch since it was founded 17 years ago, working with household brands including KitKat, Wensleydale Creamery, John West, and Global Brands.

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Whitworths launches 116-site nutrition billboard campaign

Whitworths has launched a new nationwide billboard campaign, “Eat Nuts, Live Longer”, as part of its mission to improve the UK’s nutrition strategy, and encourage nuts to be included within the country’s 5-a-day guidance.

The two-week out-of-home (OOH) campaign spans more than 116 sites across the UK, featuring large-format placements near hospitals, government buildings and major newspaper offices to maximise visibility and spark conversation around the nation’s growing health crisis.

The campaign aims to highlight the role nutrient-dense foods can play in improving long-term health outcomes. Poor diet is now the leading cause of preventable death and disease in the UK, while projections suggest 71% of adults could be overweight or obese by 2040.

Whitworths is calling for a greater focus on “closing the nutrition gap” by encouraging consumers to add healthier foods into their diets, rather than focusing solely on restriction-based messaging.

The campaign follows the successful launch of Whitworths’ “Gaps to Gains” paper at a parliamentary event earlier this year, which urged government to change food policy to help reduce preventable diet-related illnesses in the UK.

Research cited by the brand suggests that eating a small daily portion of nuts (25g) can significantly reduce the risk of cardiovascular disease and type 2 diabetes, while 63% of consumers said they would be more likely to eat nuts if they counted towards 5-a-day guidance.

Phil Gowland, Commercial Director and Director of Health at Whitworths, said: “If we are serious about improving the nation’s health, we must close the nutrition gap – not just fight the excess. Our latest marketing activity brings us one step closer to achieving our mission of nuts being included in the UK’s 5-a-day guidance.”

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Nivey Nocher joins The PHA Group to lead health

The PHA Group has appointed Nivey Nocher to lead the Group’s health offer which spans consumer health & wellness, medical communications and medical education.

Nocher joins as executive vice president, health. She sits on the PHA’s Executive Committee.

She joins the agency with deep expertise advising pharmaceutical and biotechnology companies, alongside charities, non-profits, and academic institutions operating at the forefront of global health. Her previous roles include senior positions at Interpublic Group agencies Current Global and dna Communications.

Commenting on her appointment, Nocher said: “I’m excited to join the agency at such a transformational time for the business and the wider health communications sector. The team’s reputation for delivering thoughtful, impactful work really stood out to me and I’m looking forward to building on that exceptional momentum - so many exciting things ahead to look forward to!”

George Coleman, CEO at The PHA Group, said: “Nivey is an incredibly talented and inspirational leader. She has a compelling vision for the future of health, and the role communications has to play. I have no doubt health will be a core driver of growth for the agency over the coming years which is why we’ve heavily invested in people and building out a full-service offering.”

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Lucy Aitken appointed Pumpkin’s Content Director

Pumpkin has announced the appointment of Lucy Aitken, former head of content for LIONS Intelligence at Cannes Lions.

Aitken will lead Pumpkin’s expanded commercial content offering, joining the newly-appointed chief strategy and transformation officer, Joe Stubbs, in Pumpkin’s senior leadership team. 

With an editorial presence in the industry, built over two decades, in senior positions at LIONS, WARC, Contagious and Campaign, Aitken will lead the agency’s content offering.

On her appointment, she said: “This is a challenging time for agencies, and Pumpkin is expanding and innovating to support its clients to reflect that. I am thrilled to have the opportunity to work with Sarah and Joe on growing the business, having long admired the work and the strong client relationships built by Sarah and the team.” 

Operating across EMEA, North America, and Asia, Pumpkin works with many of the world’s leading marketing and brand organisations, including Joint, Beano Brain, Interbrand, Fuse, RAPP, Teads and Coley Porter Bell.

Owen said: “As AI reshapes how content is created and consumed, the role of high-quality editorial has never been more commercially important. It’s now about more than visibility, it’s helping our clients build influence, differentiate and drive growth. Lucy brings a rare combination of editorial expertise and industry credibility, and her role will be central to how we evolve our content offering to deliver that impact." 

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Royal British Veterans Enterprise aims to shift public perception in VE Day portrait campaign with Rankin

Pagefield Content Studio has launched a new campaign for veterans’ charity Royal British Veterans Enterprise (RBVE) to mark the 81st anniversary of VE Day, using a portrait series to connect a national symbol of service with the lived experiences of veterans today

The campaign launches alongside new research from Opinium, which highlights a generational gap in how military service is understood. Only 40% of the public correctly identify the ‘Tommy’ silhouette as representing all who serve or have served – falling to just 16% among Gen Z.

The work uses VE Day as a cultural moment to bridge that gap, reconnecting the legacy of the Second World War with the experiences of veterans across generations, and broadening perceptions of service beyond a narrow focus on WWII to reflect the diversity of veterans’ stories today.

Created in partnership with internationally renowned photographer Rankin, Still Serving reimagines the iconic ‘Tommy’ through a series of portraits of veterans aged 18 to 100. All veterans are supported by RBVE – a national charity that supports thousands of UK armed forces veterans with accommodation, jobs, and skills development.

Rankin said: “By bringing contemporary veterans into that frame, we’re able to show that service doesn’t end with history it continues today, in very real and personal ways. These are portraits about identity, resilience, and the reality of modern service.”

Each portrait uses a distinctive visual device to transform the subject’s shadow into the ‘Tommy’ silhouette, the symbol representing everyone who has served or is still serving across the British Armed Forces. The campaign features nine veterans, from 18-year-old Holly Stroud to 100-year-old Percy Bowpitt, who was still serving in Burma with the ‘Forgotten Army’ when VE Day was declared. Each portrait is accompanied by a personal story, offering insight into life during and after service.

Shot at RBVE’s Village in Aylesford, Kent, the campaign captures the original ‘Tommy’ shadow before integrating it into each portrait in post-production. Alongside a national PR and social campaign, the work will appear on digital billboards across town and city centre locations in the North East over the VE Day weekend.  

Oliver Wilson, creative director at Pagefield, said: “VE Day offered a powerful opportunity to build recognition of RBVE’s new brand, connect it to a moment of national relevance and the people RBVE supports every day – linking the ‘Tommy’ symbol with what service looks like today.

He added: “From there, we developed a simple creative idea: use the silhouette itself to reconnect the symbol with the people behind it. By transforming each veteran’s shadow into ‘Tommy’, we created a visual link between generations of service that could work across both media and public spaces."

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PHA hires SVP to leas its corporate work

The PHA Group has appointed Alice Lamb to lead its Corporate team and client portfolio, which includes Suntory Beverage and Food GB&I, So Energy, Numan, and Virgin Experience Days.

With 20 years’ PR experience across both the public and private sectors, Lamb has counselled FTSE 100 and Fortune 500 companies as well as emerging brands and purpose-led organisations. A specialist in corporate reputation and issues-led communications, she helps clients anticipate risk, counter misinformation, and make confident, reputation-enhancing decisions that deliver tangible business impact.

Lamb has deep expertise in the FMCG and retails sectors, and in sustainability having qualified in Sustainable Business Management through the Cambridge Institute for Sustainability Leadership.

“I’m delighted to be joining PHA at such a pivotal moment for both the agency and its clients. With trust, transparency and scrutiny firmly in focus, the need for clear, strategically grounded communications has never been greater," said Lamb. "I’m looking forward to working with an exceptional team to deliver high-impact counsel that drives meaningful growth.” 

Prior to PHA Lamb held senior corporate roles at Weber Shandwick and Zeno Group where she advised on a broad portfolio of clients including Coca-Cola, P&G, Kerry Dairy, Unilever, NSF International, Nespresso, Iceland Foods and Moto Hospitality.

“Corporate communications and strategic advisory services are in high demand,” said George Coleman, CEO of The PHA Group. “C-suite executives are grappling with the ongoing fall out from geopolitical instability, conflict and economic turmoil, on top of everything else. Clarity of communications and message in this operating environment has never been more crucial. So it’s great to add someone of Alice’s calibre to our consultancy team who help clients navigate exactly this.”

Lamb reports into Neil McLeod, EVP, who leads PHA’s Corporate & Enterprise practice.

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