New outfit Marlin PR is independent of the larger tech agency but is owned by Brands2Life parent company Fraser Scales Holdings. Co-founders Giles Fraser and Sarah Scales poached Ogilvy PR account director Jenny Tod to head a team of four at the start-up.
Marlin already has Sony Professional Solutions UK as its first client, with Tod having worked on the Sony account at Ogilvy. She and her team will focus on pitching for business in the tech, media and entertainment sectors.
'We have often been approached by companies that want to benefit from Brands2Life's style of PR but have been unable to take it on because it conflicts with existing clients,' said Scales. 'Now, in such situations, we can point those clients towards an alternative option.'
Conflict divisions are popular in the technology sector, with Hotwire (Skywrite) and Lewis (Octane) among the large agencies that run successful conflict operations. One leading tech PRO said companies in the sector could be 'particularly pernickety' when it came to defining their rivals, so conflict agencies were the only way of building a business over a certain size.