My best hire: Toula Mavridou on the 'gentlemanly' Simon Farley

Toula Mavridou, MD founder and CEO of Sultans of Swag, on the 'gentlemanly' Simon Farley.

'I met Simon through mutual friends. I was running my own Entertainments PR company, PR Inc, mainly representing music clients and looking to move into film. Simon was working in film sponsorship and had an amazing little black book full of contacts.

'Importantly every one of those contacts genuinely liked him. My business partner Andy Rose and I immediately knew Simon would be an enormous asset and invited him onto the board.

'Before long we were working on film parties and premieres, not just helping with PR but also "procuring" talent, none of which would have been possible without Simon's generosity and skill.

'A few years later, we weren't surprised when he was hired as head of development for BAFTA.'

- Simon Farley is now head of Sponsorship By Design.

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