Consumer PR agency Joe Public Relations has announced the creation of a new division, and an ongoing brand strategy.
The new arm is Joe Public Future. It looks after business-to-business PR, specialising in providing advice to companies working in the new economy.
Associate director Siobhan Aalders is heading Joe Public Future and leads a team of eight. Clients include marketing consultancy The Fourth Arm and PlusNet, an internet and application service provider with over 300,000 registered users.
Joe Public Relations will continue as the consumer PR arm. The creation of Joe Public Future is seen as the first step towards building a Joe Public group of companies, headed by managing director Matthew Wood.
Wood said the Joe Public name had proved very popular. 'It has the potential to become a hugely powerful PR brand, not just in the UK, but globally,' he said. Other Joe Public divisions are already being planned.
In the two years since it began, Joe Public has grown to 40 staff. Clients include such familiar brands as Umbro and Hard Rock Cafe, as well as Tesco Direct, Tesco's on-line shopping arm, and Ask Jeeves, the plain-language search engine.