Dan Deacon, a former creative director at The Outside Organisation, has launched a music and entertainment PR agency called Deacon Communications.
The agency is based in Kennington Oval and will focus on creative communications and reputation management.
Deacon, who spent more than six years at Outside and has worked with clients including Grace Jones and Katherine Jenkins, said: "The communications industry is changing at such a fast pace, from technology to the speed people make decisions.
"Our backbone is about staying ahead of the curve in every way, not only with the creative process but also with strategic counsel and reputation management. All communications are in real time and this is at the heart of the agency’s DNA."