LONDON: MWW is planning to launch a public affairs practice in the UK and Brussels led by former Good Relations director Simon Gentry.
MWW bought its way into the UK market in November by acquiring London-based Parys Communications.
Gentry's arrival has brought MWW two clients he worked with over a number of years: the ATM Industry Association and ATM provider Cash Zone.
“Expanding into public affairs is going to enable us to reach into new markets while enhancing our existing corporate offer to clients in a range of vertical sectors,” said MWW UK MD Patrick Herridge.
Prior to working at Good Relations, Gentry spent nearly a decade running his own PR firm, Campbell Gentry. Before that, he was head of European affairs at the Association of British Insurers. Gentry has worked for clients including GlaxoSmithKline, Visa, Danone, and Microsoft.
Herridge added that the creation of a public affairs arm is likely to be followed by the strengthening of MWW's consumer technology offering.
This story originally appeared on the website of PRWeek UK.