The Hallway has lured Naked Communication’s head of PR Louise Pogmore as the agency looks to evolve to “redefine what a great ad agency should be”.

Pogmore (pictured centre), who had been at Porter Novelli, Edelman and Hill & Knowlton, will sit alongside the agency creative department and be involved in the development of ideas and strategies for clients.

Managing partner Jules Hall (pictured left) said: “There is no doubt that the best work is created when you get different disciplines working together combining their own unique perspectives.  

“But with different agendas for different agencies that is often easier said than done.  When those disciplines are all on the same team it is a lot more effective, and a lot more efficient for clients. 

“PR is the next logical addition to The Hallway.  Story is key to what we do, and with a PR team operating alongside our other specialists we extend into "sparking" stories and enabling others to create the narrative.”

The agency has had an impressive year winning the Tourism Queensland, InsuranceLine and Fuji Xerox, business, and awards for Bupa and Mizone, as well as the launch of feature film Dream Racer created by Simon Lee (pictured right). 

Pogmore added: “The world of PR is evolving incredibly fast.  Operating in separate agency silos just isn’t optimal anymore.  To maximize its impact PR has to be in the same room as the planning, creative and digital teams of the advertising agency.  

“I have always been passionate about breaking PR out from its silo, and now is the perfect time to be doing that. The Hallway and I have a shared vision on the future of communications and the chance to bring that vision to life was an opportunity I couldn’t refuse.”