Spotify and The Romans 'consciously uncouple' as Red takes expanded UK brief

Spotify has parted company with The Romans as its UK agency after about a year, with The Red Consultancy taking an expanded brief following a change of comms strategy.

Spotify and The Romans 'consciously uncouple' as Red takes expanded UK brief

The Romans was hired as Spotify’s retained UK consumer agency last May, after Spotify ended its relationship with M&C Saatchi PR, with the company no longer looking for corporate and b2b support.

But in a statement released today, Spotify and The Romans said they had agreed to part company "following a change in comms strategy". "The move is the result of an increased need for a pan-European strategy, including B2B and corporate."

Red has been hired on a retained basis to an expanded remit that includes consumer, corporate, b2b and tech PR.

Spotify is widely reported to be gearing up for an IPO. Earlier this year the Swedish firm raised $1bn (£700m) in debt from investors, with the terms of the debt repayment said to be favourable to flotation.

However, it is understood that Red’s appointment is not specifically linked to the likely IPO.

Alison Bonny, European comms director for Spotify, said: "The Romans has done a magnificent job delivering consumer news stories but our requirements have shifted to demand a broader pan-European business approach. It is a brilliant team with big, integrated thinking and we wish it very well for the future."

Misha Dhanak, co-founder of The Romans, said: "Spotify has been a fantastic brand to work with and we are proud of the work we have done to reach the UK’s music fans. It needs a different corporate focus now and so it is with very best wishes that we consciously uncouple."

Isobel Coney, MD of consumer (play) at Red Consultancy, said "There’s a daily debate about who is in charge of the Spotify playlist in our office, so it’s safe to say we can’t wait to get started on the expanded consumer and corporate remit, working closely with Alison and the broader Spotify team."

Spotify was the first retained account win for The Romans since the agency launched in early 2015. Click here to read PRWeek’s profile of the agency.

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