Sugrue left Waggener Edstrom this month, one of five senior-level departures from its London office. He was general manager and vice-president of the office, having previously been managing director of Edelman’s technology practice.
The business has been founded by Sugrue and his wife Laura French, who has had roles at AD Communications and Weber Shandwick. The pair have experience working with clients in the enterprise IT, telecoms, mobile and graphic arts sectors.
Sugrue said the focus of the consultancy’s work would be b2b initially, which is where their experience lies, and it is in the process of finalising its first clients for project work.
"The ambition is to grow from here into a small agency," said Sugrue, adding that he planned to offer an integrated approach rather than just PR.
"Our approach will be to provide clients with a consistent message across platforms. You need to be mindful that if you build a message for an earned platform you need an owned strategy as well."