The UK-based firm, the world’s eighth largest accountancy practice, has handed a retained six-figure brief to Lansons Communications after a competitive pitch.
Baker Tilly had previously been with Broadgate Mainland for three years, but instigated a review after it decided to step up its national PR function.
National PR manager Jess Koslow told PRWeek that the firm’s management team had decided to ‘ramp up’ its PR practice and dedicate a ‘significantly larger resource’ to boosting the company’s profile.
She said that Lansons would support five key practice areas – audit, tax, pensions, corporate finance and third sector. Other practice areas would be handled by existing in-house or freelance resources.
It is understood that Lansons came through a three-way pitch, not thought to have included incumbent Broadgate Mainland. Lansons is believed to have edged out FD in the final stage.
Baker Tilly is looking to increase its media presence as one of the primary accountancy practices outside the traditional ‘big four’.
Lansons will support the company’s efforts to increase its presence in the national media and the profile of its key spokespeople and partners as thought leaders in their areas of expertise.
Koslow added that Lansons was ‘professional and commercially minded’, but was especially impressed with the agency’s ‘enthusiasm, energy and number of fresh ideas’.
Lansons co-founder and chief executive Tony Langham will lead the account.
Baker Tilly employs 1,600 people and more than 250 partners across 28 offices in the UK, generating a fee income of £190m a year.