Bell Pottinger launches long-planned Resonate rebrand as MD departs

Bell Pottinger Group's MD has revealed that plans to rebrand the Resonate agency as Bell Pottinger Consumer started as early as last September, preceding MD Michael Frohlich's resignation.

Resonate MD: Michael Frohlich is joining Ogilvy
Resonate MD: Michael Frohlich is joining Ogilvy

Yesterday it emerged that Bell Pottinger Group is rebranding its Resonate consumer PR shop. This followed news that agency boss Michael Frohlich is leaving for a role at Ogilvy Public Relations. But group MD David Wilson has informed PRWeek that the rebrand was planned prior to his resignation.

Resonate MD Frohlich is leaving Resonate on 1 February to take a newly created role of MD, Europe, Africa and Middle East consumer marketing practice at Ogilvy PR.

Meanwhile, Ross Cathcart, who previously headed Ogilvy’s UK office, has left the agency.

Wilson explained: ‘This rebranding will enable our consumer team to be better integrated with the other strong Bell Pottinger-branded businesses, offering our clients seamless advice across all the PR disciplines.’
Wilson added that Resonate’s 12 employees have all been taken on by the new company.

Bell Pottinger Consumer,  previously wrapped into Resonate, will act as a conflict brand to Bell Pottinger’s other consumer agency, Good Relations.

It will be led by joint heads of consumer Jane Fearnley and Sarah Street, who have been promoted to head up the new business.

Frohlich, who launched Resonate in 2003, will report to Ogilvy EAME CEO Stuart Smith. Frohlich has previously worked as MD at Shine Communications.

Smith told PRWeek that the appointment completed a series of senior appointments to Ogilvy’s EAME leadership team over the past nine months, including Kaitlyn Wilkins, who leads the EAME 360 digital influence team.

‘Michael is a formidable consumer strategist and astute business leader,’ said Smith.

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