SPA Way breaks new ground with licensing plan

A London PR agency has 'licensed' its media relations strategy in what is believed to be the first deal of its kind in the UK market.

The SPA Way has signed up Wilmslow-based independent agency Pazang PR as its first 'licensee'.

Pazang will follow The SPA Way's pay-by-results media relations method, which guarantees a client a certain amount of coverage.

The SPA Way, led by CEO Sara Pearson, will offer Pazang's staff intensive training and mentoring. This licence is the first of a projected four the London agency will sign up in 2008.

The agency has identified ten UK regions, including Scotland, Northern Ireland and Wales, that it will target with its media relations licences.

Pazang PR founder Tanya Arturi believes that signing up to this media relations programme will set her agency apart in an increasingly crowded regional marketplace.

'We've recently seen a surge in new agencies opening,' said Arturi. 'We recognised we needed to have a unique selling point and new type of offering that was head and shoulders above our competitors.'

Pearson said she expected to announce a second licensee imminently. 'I believe our business model offers real scope to regional agencies wanting to take the high ground,' she said.

The SPA Way bills its time monthly according to PR industry convention, but works at its own expense or reimburses its clients pro rata at the end of a billing period if it has not met its guarantees.

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