Shine Communications managing director Rachel Bell is to join a high-powered business solutions consortium founded by Edward de Bono, the lateral thinking guru.
The Applied Creativity Triangle Consortium (ACT) is fronted by Bell, along with de Bono, Derek Bowden, European CEO, Saatchi & Saatchi and William Mellis, UK CEO, Cap Gemini Ernst & Young.
Each member brings their area of expertise to help solve problems for clients, including issues such as re-engineering. Bowden and Mellis bring expertise from advertising and management consultancy respectively.
De Bono, author of books such as Lateral Thinking and Six Thinking Hats, said of the inclusion of PR in the ACT Consortium: 'Senior management are coming to realise that perception is real, even when it is not reality.
To this end, PR can stand for 'Perception Review' and play a vital role in the strategy.'
Bell added: 'ACT will cast a fresh pair of eyes on issues. We'll be looking at what gives a competitive edge, and how to stay ahead of the curve.'