Public relations agency PPR Sydney’s director of corporate and technology, Andy Scales, has left the agency to launch a new PR and Brand Engagement agency called CampaignLab.

CampaignLab promises to deliver creative communications strategies with customer insights and interests at the core.

“Rather than trying to force conversations about our clients, CampaignLab is about helping clients join conversations that are already taking place among their customers,” said Scales. “From there, we can develop campaigns that connect and resonate with the end customer, while creating opportunities for them to engage with the brand.”

CampaignLab has already attracted a string of new clients including; men’s grooming brand, Jack the Snipper, recruitment firm, Jobs on the coast, child location safety device SkyNanny.net, and the UK’s largest equipment hirer, Hewden.

While CampaignLab’s initial portfolio of clients is predominantly consumer focused, Scales believes there’s significant opportunity in the B2B space too.

“We see a tremendous opportunity to really shake up traditional B2B communications by adding more of a consumer approach to creative campaigns. Ultimately B2B is still just people doing business with other people, so there’s a lot that can be learnt and applied from the way consumer campaigns are executed,” added Scales.

In his previous role, Scales ran PPR Sydney’s Corporate and Technology practice spearheading the firm’s flagship Dell account. Scales has worked in both the UK and Australia for global brands including; Google, Siemens, Hewlett-Packard, Balfour Beatty and BT.