Start-up agency Aurora unveiled

The start-up agency co-founded by ex-Athena Medical PR board director Neil Crump and former Fleishman-Hillard UK associate director Claire Eldridge has been named Aurora.

The joint MDs, who quit their former agencies this autumn (PRWeek, 30 September), said an 'aggressive' new-business drive was under way but that their Highbury-based outfit launches with an 'empty roster'.

They have recruited an account handler and admin assistant, both of whom join in 2006.

Eldridge claimed Aurora would profit from a 'trend of clients wanting to work with smaller agencies [without] shackles of big-agency constraints and overheads'.

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