Clemenger Group acquires Propeller PR, appoints Nichola Patterson as MD of PR Edge
Managing director and founder of Propellor PR, Nichola Patterson, has been appointed the national managing director of PR Edge after Propellor was acquired by the Clemenger Group.
Nichola Patterson to lead PR Edge
For Patterson the appointment comes almost nine years after she started working on the PR for Clemenger BBDO Melbourne, working on the PR strategy for TAC’s Graham campaign and the latest Snickers’ Hungerithm campaign.
Propellor has also worked with Sensis, Qantas, White Pages, BP, RSPCA, CUB and iSelect.
Patterson’s first order of business has been to reposition PR Edge as a data-led PR agency.
“I’ve been given a mandate to create the PR agency of the future. I’ve watched CHEP do exactly that in the advertising industry and I’m excited to be able to bring that intelligence to PR Edge,” she said.
“We’re going to be putting science and methodology behind everything we do. We will use data to better understand, target and assess the impact of influence on our audience. Our campaigns will work harder and be more accessible.”
CHE Proximity CEO Chris Howatson said: “There’s no excuse for agencies of any discipline to ignore the power of data in enabling a richer understanding of the customer.
“PR is not immune to media fragmentation and the increasing importance of paid in amplifying earned activity. By embedding data at the heart of PR Edge we’re ensuring the discipline can justify the value of its contribution, when compared with other marketing efforts.”
Patterson replaces Fee Townshend who was the managing director of of PR Edge since December 2014, having joined the agency in April 2008.
Fee Townshend joins Eleven
Townshend is now the managing director of TBWA’s PR agency Eleven in Melbourne.
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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