B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Pinterest
  • WPP
  • AFL
  • Federal Election
  • Anthony Albanese
  • Thinkerbell
  • NRL
  • State of Origin
  • Cannes Lions
  • AI
  • B&T Women in Media
  • Spotlight on Sponsors
  • Channel 10
  • EssenceMediaCom
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: PR Edge Nabs Propeller Founder As New National MD
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Marketing > PR Edge Nabs Propeller Founder As New National MD
Marketing

PR Edge Nabs Propeller Founder As New National MD

Staff Writers
Published on: 13th December 2016 at 11:21 AM
Staff Writers
Share
3 Min Read
SHARE

PR Edge, a division of CHE Proximity, has snagged Nichola Patterson for the newly created position of National Managing Director.

Patterson joins PR Edge after running her own PR agency, Propeller, for the past nine years, which has now been acquired by the Clemenger Group, a longstanding client of Propeller.

During that time, her business has won international awards (including Cannes and Clio) for its work on clients including Snickers, the Transport Accident Commission, Australia Post, Earth Hour and Yellow Pages. Propeller has also worked with Sensis, Qantas, White Pages, BP, RSPCA, CUB and iSelect.

Patterson’s first order of business has been to reposition the agency as a data-led PR business.

“I’ve been given a mandate to create the PR agency of the future. I’ve watched CHEP do exactly that in the advertising industry and I’m excited to be able to bring that intelligence to PR Edge,” Patterson said.

“We’re going to be putting science and methodology behind everything we do. We will use data to better understand, target and assess the impact of influence on our audience. Our campaigns will work harder and be more measureable.”

CHE Proximity CEO Chris Howatson advocated the role of data planning to create more commercially sensitive and customer-relevant activity.

“There’s no excuse for agencies of any discipline to ignore the power of data in enabling a richer understanding of the customer,” he said.

“PR is not immune to media fragmentation and the increasing importance of paid in amplifying earned activity. By embedding data at the heart of PR Edge we’re ensuring the discipline can justify the value of its contribution, when compared to other marketing efforts.”

Patterson is a Board member of the Snowdome Foundation, winner of the 2016 Telstra Business Awards inaugural Charity of the Year award. Until recently, she sat on the Victorian PRIA council. Before moving into PR, she was a journalist and producer at the ABC.

Fee Townshend, formerly the managing director of PR Edge Melbourne, has since moved on to a new gig at Eleven PR as MD, Melbourne.

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: nichola Patterson, smoothfm, The Australian Women’s Weekly
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

Telstra & Herpes Fly The Flag For Australasia In Final Cannes Lions Awards
21/06/2025
Australia Nabs Silver Marketing, Bronze Digital Young Lions Trophies
20/06/2025
Glimpse Inside the Cannes Jury Room  
20/06/2025
Destination NSW Partners With CommBank To Unlock Visitor Economy Insights
20/06/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?