The Boston-based firm is a strategic marketing and PR agency focused on the financial and professional services sectors.
BackBay has hired Toby Mitchenall as director to set up and run the London office. He joins from Private Equity International, where he was editor.
He previously worked at financial comms agency Citigate Dewe Rogerson.
Mitchenall will focus on providing strategic comms services for clients, including asset management firms, private equity firms, hedge funds, financial technology companies, accounting and consulting firms and law firms, in the UK and elsewhere in Europe.