Full service boutique communications agency, Launch Group, has announced the appointment of a new general manager (GM), Len Joynson, and ex-journalist Matthew Sainsbury as senior account manager.

Joynson has more than 15 years’ experience in corporate affairs, marketing and policy across the public and private sectors. He joins the Launch team from Horticulture Innovation Australia Limited, the grower-owned research and development body for Australia’s $9 billion horticulture industry, where he was GM of corporate affairs.

He has an extensive technology background, operating as the head of government relations and policy for the professional association for Australia’s ICT Sector, the ACS. Prior to that, he was head of stakeholder relations for Airservices Australia and head of industry strategy for Credit Union Services.

Launch’s new senior account manager, Sainsbury, has worked as technology journalist for over five years, holding previous roles with Official PlayStation 2 Magazine, FST Media and as editor at ARN, a publication of IDG Communications. Most recently he was founder, publisher and editor-in-chief at Digitally Downloaded. With a passion for the games space, Sainsbury will publish his first book on Gaming and Art in 2015 “Game Art” with a global release scheduled for September, 2015.

Launch Group, which was founded in 2003 by Fleur Brown, specialises in public relations services within the technology, innovation and marketing sectors.

Brown, Launch Group CEO, said that Joynson and Sainsbury were joining the team at an exciting time as the company plans to ramp up its presence in Australia, expanding the team and its offering.

“As Launch Group enters its second decade, we are planning significant expansion. We have specialised in the innovation and challenger brand space, and the business is benefitting from enormous growth opportunities in this area within both the startup and emerging business category and within traditional sectors where significant digital disruption is occurring,” she said.

“It’s a dynamic fast-moving space and an exciting time for PR, with so much change happening within business and the media landscape itself.

“Len is a fantastic new addition to the team, bringing a wealth of strong corporate affairs experience as well as new ideas to grow the business. Matthew’s experience as a technology journalist and entertainment expert is incredibly beneficial to Launch Group and really fitting with our clients,” she said.

Brown said Launch Group plans on expanding its services within the policy and long-form content area, drawing on both Joynson and Sainsbury’s expertise.

New GM Mr Joynson commented: “I’m thrilled to be joining Launch Group and its outstanding team. Launch have been at the forefront of PR and communications, having a huge influence on the industry and the sectors they work in.

“Launch Group has a strong selection of leading Australian clients across a range of sectors. I’m looking forward to helping to grow the business and assisting with its development into other communications areas,” he said.

He commented, “It’s exciting to take on the challenge of Corporate Affairs and with my background in technology and business, Launch Group is a natural fit for my expertise. I’m looking forward to working on a different side of the fence and applying my writing and editing skills to new client strategies.”