FoxPr rebrands as standalone agency

FoxPr, formed in February 2012, has now been launched as Amplicon Public Relations as a standalone agency. It wishes to forge its own client base and personality alongside the FoxP2 Group.

'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.