Hill+Knowlton Strategies joins forces with Kameleon to launch Soho Partners

Hill+Knowlton Strategies has launched a joint venture as it looks to move beyond the traditional role of public relations.

Ben Barker: heads up the venture
Ben Barker: heads up the venture
The agency, formerly known as Hill & Knowlton, has linked up with partnership and content specialist Kameleon to launch a joint venture called Soho Partners.

The offering is a standalone consultancy that will focus on sponsorships and partnerships in entertainment, sustainability, cause and sport, and has already netted work with Aviva and Carling.

Working with Hill+Knowlton Strategies' existing clients, Soho Partners will also be on the hunt for new business, with an emphasis on providing longer-term strategic planning than the traditional public relations role offers.

The team of six is headed up Ben Barker, formerly a sponsorship consultant at Hill+Knowlton Strategies, and Mark Webster, formerly managing director of Mindshare’s performance division.

They will report to Hill+Knowlton Stratgeies' EMEA and UK CEO, Richard Millar.

Barker, partnership director at Soho Partners, said: ‘What we’ve seen over the past couple of years is the onus moving away from ad agencies thinking they have the right to advise clients on longer-term strategic partnerships.

‘This move gives us a greater opportunity to move to a more strategic level, and the reason we set the offer up is that is what is being asked of us more and more regularly by our clients.’

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