Ed Gyde, who has taken up a position of director on Forster’s board, said his remit was to apply social marketing to public sector and charity clients.
‘We will be using strategic media relations to change people’s attitudes,’ Gyde explained.
As well as targeting young audiences via the Government’s ‘Talk to Frank’ and alcohol awareness campaigns, Gyde will oversee briefs that target older people.
He is putting together a 12 to 13-strong team, and his initial focus will be on generating new business.
Forster’s consumer MD Amanda Powell-Smith will still handle CSR clients such as Nokia and Vodafone.
Gyde spent 13 years at M&F, and the agency has brought in independent consultant Sam Mercer on an interim basis to oversee clients such as the COI.
MD Julie Flexen said a permanent replacement head of its public sector and voluntary teams would be in place by the spring.
At the end of last year M&F enlisted lottery operator Camelot’s former head of CSR Jayanti Durai to oversee a new corporate responsibility arm (PRWeek, 16 November 2006).