The M&C Saatchi Group has announced the launch of its new PR offering – Hidden Characters. The creation of Hidden Characters replaces Bang PR.

The landscape has significantly changed. Consumers aren’t buying blatant product placement and un-authentic endorsement. Disingenuous relationships some brands have with influencers, personalities and celebrities have only worsened their ability to connect with consumers in a meaningful way. Candid media relations, true collaborations and partnerships garner the most successful business outcomes for clients. Hidden Characters is focused on developing only these relationships.

The current market highlights outdated PR practices and a disparity between agency fame and client fame. Hidden Characters launches with a focus on understanding their clients’ business problems and how these can be solved through strategic engagement of influencers, while remaining behind the scenes.

Managing director, Annalise Brown (pictured above), who has spearheaded the agency’s evolution, says of the rebrand: “Hidden Characters addresses the murky PR environment we are currently faced with. It’s focussed on ensuring that all amplification created solves the clients’ business problems at hand and is carried out in an ethical and authentic way.

“We are not creating fame for any other purpose. Hidden Characters readdresses the art of story telling and how to unite clients and savvy consumers.”