Six Continents, the former Bass company that owns the Holiday Inn
chain, has appointed Emma Tame as director of communications for the
The appointment is set to spark a widespread communications review,
including the appointment of a number of internal staff.
Tame joins from a consultant role with Noble House Leisure, having
previously worked as marketing director at Wyndham International, the
owner of the Malmaison and Arcadian Hotels.
She assumes the role vacated by Dee Cayhill, when she was promoted to a
Six Continents-wide role of vice-president and head of media relations
(PRWeek, 26 October).
Tame heads a department consisting of just one internal comms staffer,
and one external comms assistant, reporting to senior V-P marketing,
sales and reservations Robin Wicks. Tame also oversees a five-strong UK
agency roster, led by BGB Associates.
The list includes three agencies - Ad Hoc PR, Renaissance PR and Ing
Media - looking after Six Continents acquired the Posthouse chain from
the Compass Group in April. Tame admitted that PR handling for that
brand would face consolidation by March next year.
The agency review will also encompass five European agencies, and one
agency which covers the Middle East and Africa.
Tame said she is looking to recruit staff to her in-house team, but is
familiarising herself with PR requirements in the 43 territories she
covers before acting.
'There will be developments on brand PR, and there will be progress on
that in the future in association with the brand team,' she added.