Former New Look PR boss unveils fashion shop Moo

Caroline Viska, until rec­ently the head of PR at fashion retailer New Look, is setting up an agency called Moo Communications.

Viska will draw on the experience gained from her four years at the high-street outlet to launch the consultancy, which will specialise in PR for fashion, beauty and lifestyle clients.

Viska said: ‘All my experience has been of in-house work, which lacks variety, and you can easily get bogged down in the day-to-day drudgery of that.'

She added: ‘I wanted the opportunity to run my own business and take on a new challenge. I am enjoying working on different brands.'

Explaining her choice of name for the new agency, Viska said: ‘I live next to a dairy farm and thought that Moo Communications would be a memorable name for my company.'

Moo currently has two staff members but is looking to expand. Based in Sussex, the agency is planning to open a London office and client product showroom in early May.

Viska has secured three launch clients. Its largest account is a brief to handle UK PR work for swimwear retailer SwimHut.

The other two accounts - one fashion, one beauty - are with start-up businesses.  Moo will help to launch the undisclosed brands in the UK later this year.

Viska left New Look last November. She has been replaced by Catherine Reynolds, who was promoted to the position.

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