ISP Freeserve has recruited its first in-house PR team and ditched
retained agency Larkspur Communications.
The web portal has brought its entire PR support in-house with the
appointment of PR manager Nadia Schofield, previously PR manager at
In her latest role, Schofield reports to Freeserve marketing director
Keith Hawkins and head of corporate affairs Paul Barker.
She is supported by a team of two, PR executive Amanda Dwyer - who
joined from Virgin.net - and PR assistant Jennifer Scott.
'The purpose of our team is to have more control on communications,'
At Yell.com, Schofield has been replaced by Bethan Lloyd, who reports to
head of PR Susan Irwin. Lloyd joins Yell.com's in-house eight-strong
team from Hill & Knowlton, where she was an account manager.
The in-house division replaces 18-month incumbent Larkspur, but may use
some agencies on an ad hoc basis for consumer PR campaigns.
'Freeserve is such a diverse business with so many different interests
it became impossible for one external agency to understand and feel all
of what was happening in the company,' said Barker.
'Larkspur did a superb job, but we realised it was important to have an
in-house team that could support our marketing communications activities
as well as our corporate positioning,' he continued. 'We see PR as
central to supporting our message to Freeserve stakeholders across a
range of constituencies.'