Waldron-Davies quits Mantra PR

Mantra PR consumer head and former Sun journalist Edward

Waldron-Davies has left the agency.

While both parties describe the split as amicable, Waldron-Davies is

serving his notice away from clients on gardening leave, fuelling

speculation that he is set to launch his own agency.

Waldron-Davies said he had no concrete plans for the future, and refused

to be drawn on the options before him or his reasons for leaving the


'I felt that it was the right time to move on and decided to pursue

other interests,' he insisted.

Mantra joint MD Lawrence Dore said: 'It's nothing more than that. He

came here for a year and decided he wanted to move on and do other

things.' Dore added that the agency had seen a number of candidates for

the vacancy and expected an announcement within weeks.

Waldron-Davies joined the agency from Firefly, where he was head of

consumer affairs, in October 2000, when he was touted as Mantra's

consumer director (PRWeek, 6 October 2000).

However according to Dore, Waldron-Davies was one of six account

directors, adding that aside from himself and joint-MD Debbie Wosskow,

the agency 'does not have job titles'.

A former BBC news reporter and Sun northern correspondent,

Waldron-Davies had stints at Harrison Cowley and as head of Czech and

Slovak offices for MMD.

In his year at Mantra he secured new business including internet portal

Yahoo! (PRWeek, 8 December 2000) and Purple Ronnie (PRWeek, 3 August).

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