'Changing the DNA of Public Relations' is how it is positioned and it aims to achieve this by shifting perceptions around the industry. Traditionally seen as a secondary function of marketing and, in some agencies still reliant on press releases and launch events, it believes that PR has become a far more strategic communications tool and a highly creative one.
Headed up by industry veteran, Kate Thompson-Duwe, it is launching with a client base that includes Frank.net, KWV, Drive Dry, Leopard's Leap, Roodeberg, FoxP2 and World Wide Creative.
"I am excited in the future of this business and the industry as a whole," says Thompson-Duwe. "PR and communications is in the most interesting place that it has been since I've worked in it and I feel that those with a strong vision and understanding of the industry can literally forge their own way.
"We recognised the need to offer our existing clients a public relations service as a part of our overall integrated offering. However, given the success of the division over its first year and numerous approaches from non-current FoxP2 clients for public relations services, we took a decision to mutate the division into a fully-fledged independent PR agency that operates as a standalone business. As a sibling of FoxP2, the two companies merge seamlessly and effectively to cross-pollinate and draw on each other's expertise to offer clients a fully integrated service when required," says Charl Thom, FoxP2 group MD.
