North Tyneside brings in DTW to drive campaigns

North Tyneside Council has hired public sector specialist DTW as a ‘strategic communications partner’ to handle a raft of campaigning work over the next four years.

Priory Headland: major tourist attraction
Priory Headland: major tourist attraction

One of the first campaigns concerns a major structural overhaul at the unitary ­authority. North Tyneside is in the process of rearranging its services into four regions, each with its own strategic director and customer ser­vice centre. The agency will handle internal and external PR around the move.

DTW will also be involved in a corporate identity revamp and campaigns on housing, the environment and regeneration.

The area is set to benefit from around £1bn of regeneration cash over the next ten years. This includes £60m to improve the Whitley Bay area which, along with Priory Headland, is a major tourist attraction in the area.

The DTW team is led by managing director Peter Whelan and board director Doug Allen, both of whom report to communications manager Tim Archer.

Whelan and Allen are also offering strategic ­communications support while the council looks to ­recruit its first head of communications.

The head of comms role has been created as part of a restructure of communications, to give the current six-strong team a greater focus on marketing and PR.

The creation of further posts in the team is also being considered. 

Whelan said: ‘North Tyneside… is engaged in a major change programme. But this raises many issues around communicating with staff and local people. We believe this is the first time an agency has been appointed as a ­strategic partner to a local authority and reflects the ­importance North Tyneside places on getting its communications right.’

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