Kaye leaves Shine with Krispy Kreme account

Shine Communications director Mitchell Kaye has left to set up his own agency – Mischief – taking the consumer account for US doughnut brand Krispy Kreme with him.

Kaye, who spent just under five years at Shine in two spells, said his departure was amicable and that his new venture had Shine MD Rachel Bell's blessing.

Bell has a small equity stake in Mischief but Kaye's outfit will be run independently of Shine. Bell said: 'One of our philosophies is helping our staff to realise their ambitions and I am happy for Mitch.

'It was never our intention to grow Shine indefinitely and we are approaching our optimum size.'

Mischief is also already working for Channel 4 on an undisclosed project, Grant Bovey-owned investment property company Imagine Homes, and OTC cash payment firm PayPoint.

Kaye said he wanted Mischief, which offers consumer and some corporate PR, to be 'the most straight-talking agency in the industry'.
Thirty-year-old Kaye started his PR career as a Sky Sports publicist. He then spent two years at Shine before leaving to go travelling.

He subsequently worked at MacLaurin Communications and Geronimo Communications, before returning to Shine two and a half years ago as an associate director. He was promoted to a board director role 18 months ago.

Mischief has four other staff, the most senior being account director Jenny Lomas, who has joined after a brief spell at Consolidated Communications.

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