DIARY: Flower looks a gifted horse in the mouth for Atlas

Payment in kind has long been a backbone of the PR world, so it

should come as little surprise that Leeds-based agency Atlas PR has

settled on a novel substitute for fees from racehorse trainer Mark


At the suggestion of Atlas director Richard Chew, the East Sussex

trainer agreed to take on three-year-old Base Line, which duly defied

odds of 25-1 to notch up Flower's first win of the season at Southwell

on 19 February.

And faster than you can say 'quite interesting Diary story', the

strapping steed romped home at Lingfield Park on Saturday, at a generous


A naturally delighted Chew declared that: 'The prize money he wins goes

into a staff fund to be spent - and enjoyed - in whatever way all 25 of

us who work here would like.'

So how did this agreement come to pass? 'We wanted to show our support

for Mark's skills and expertise - and buying a racehorse seemed the

ideal way of achieving this,' said Chew.

Flower - revelling in his best ever start to a racing year - admitted to

being 'thrilled that the company's involvement in a racehorse in return

for PR activity has been rewarded so quickly'.

Rumours that a share in Gianfranco Zola awaits anyone bold enough to

address Chelsea FC's PR problems are, of course, wholly unfounded.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Already registered?
Sign in