Speaking to PRWeek, Leeds executive chairman Professor John McKenzie confirmed the club had dropped Binns & Co in favour of Holborn, a former financial adviser to Manchester United.
He said Holborn, which starts work this week, will have a wider remit to improve the club’s public image in addition to financial PR.
Holborn chief executive David Bick, whose firm also worked for The Football League during the ITV Digital battle with Carlton and Granada, leads the account.
McKenzie added that Holborn was better suited to his plan to ‘develop PR activity over a period of time’.
As part of the account Holborn supports the activities of Leeds United’s press office, as well as attempting to improve the club’s reputation in the City, McKenzie said.
Bick will report directly to McKenzie, whose main task is trying to tackle the club’s £78m debt.
The club is still looking for a director of communications following the departure of David Walker at the end of July.