The PR Group, a strategic communications consultancy specialising in fast growth tech and digital businesses, has created a consumer/digital lifestyle practice off the back of several major new account wins.

The new practice is led by Lizzy Peters, former AMPR head of fashion, and complements the group’s existing B2B/Tech and social media and content services practices.

Co-founder and managing director Caroline Shawyer says the move into digital lifestyle and consumer is a natural extension for the consultancy with many clients looking for a seamless solution across both business and consumer PR.

“We have seen huge demand for consumer work and as such have hired a seperate team to address this and a specialist practice who understand consumer lifestyle PR,” she said.

“The consumerisation of technology has created a grey area. It’s no longer purely a business or a lifestyle conversation. Our role is to help our clients adapt their brand stories to best reach and engage the new consumer – whether that be through traditional media, social, branded content or consumer activations and promotions.”

New lifestyle clients include online car sales marketplace CarsGuide, global home renovations marketplace Houzz, social networking platform for parents, Tinybeans and celebrity chef Pete Evans.

Recent business wins include global events platform Eventbrite, online survey site SurveyMonkey, crowdfunding site Indiegogo, newly-merged freelance global jobs marketplace Elance-Odesk, as well as local jobs advertising marketplace CareerOne and payment app start-up Invoice2Go.

“We are thrilled to be working with such dynamic and inspirational brands and entrepreneurs. It’s a space we love and that passion is reflected in the results we get for our clients,” Caroline Shawyer says.

“We are also delighted to be extending our relationship with clients Winning Appliances and Eventbrite by managing their online communities. Social media and content has been a key part of our offer for a number of years now, and its great to see continued growth in this area.”

Bennett Porter, VP marketing communications, SurveyMonkey, says The PR Group’s strong track record with US tech start ups influenced their decision to appoint the agency.

“The PR Group has a fantastic reputation among US tech startups for not only delivering strategic and creative PR campaigns that drive results, but also sharing valuable insights into the Australian market. The team’s local knowledge, PR expertise and hard work were integral in building the SurveyMonkey brand in Australia,” Bennett Porter says.