Freeserve drops Larkspur to pick in-house PR team

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

Yell.com.



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,'

said Schofield.



At Yell.com, Schofield has been replaced by Bethan Lloyd, who reports to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.'



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