Host founder and managing partner Anthony Freedman has opened up a Sydney-based PR agency called One Green Bean, with founding clients Virgin Mobile and Virgin Atlantic already in place.
Co-owned with Kat Thomas, who most recently worked as the general manger at Pulse Communications, the agency is positioning itself with what it claims is a fresh business model.
"The PR market in Australia is lacking a business that has the same modernity as those in London and other parts of the world where they embrace PR 2.0. Kat and I wanted to create something that was positioned similarly to Host in a PR sense," Freedman said.
He added that while the fundamentals of PR would be utilised, it will be looking at creating experiences that drive "word of mouth and talkability".
"The approach is about creating initiatives, which can be events-based, marketing-based or online-based. It is using traditional and social media channels to drive talkability and revenue for clients," Thomas added.
And it is Thomas who will lead the growth of One Green Bean, as director, while Freedman will continue to focus on managing Host; he will be involved in a more advisory role with OGB.
For more on this story see the latest edition of B&T (1 June).
