Sloan has left Cohn & Wolfe after less than six months as an associate director on the tech team to join Surrey-based Peppermint P, an offshoot of marcoms company Peppermint M.

He will head up the PR division, reporting to director and founder Simon Jones. Marketing veteran Jones decided to add a PR function to his company after noticing a lack of specialist services for the video game development community.

‘We worked with a video game developer looking to sell the company, on a bes­poke trade campaign,’ said Jones. ‘The company ended up selling for over £7m and generating lots of interest. It made us realise the video game development sector is full of small teams all over the country, that are increasingly being snapped up by big businesses. Video game developers see themselves kept in the dark and fed on manure, like mushrooms. We boost their profile so the team behind the game bec­omes part of the story.’

Jones said that he hired Sloan because of his years of experience in digital PR. ‘Keef is a consumer online specialist, with the ability not just to promote messages in a traditional way but to use new forums such as social media. He was doing an important job at Cohn & Wolfe, but he jumped at the opportunity to join our team,’ said Jones.

Sloan moved to Cohn & Wolfe in May as part of then tech MD Gladys Elia’s plan to expand the agency’s dig­ital offering (PRWeek, 23 May). Elia left shortly after his appointment, having spent only nine months at Cohn & Wolfe (PRWeek, 22 August).

Sloan’s move to Peppermint P comes as the fledgling agency adds two new clients to its roster.

Racing specialist Firebrand Games, best known for its Octane range for Nintendo DS, hired the agency to handle PR for both its company and products. Finnish gaming outfit Rovio has this week appointed Peppermint P for its UK PR.