The move is Trafford's first foray into the agency world. The in-house stalwart left ITV last year as part of executive chairman Michael Grade's comms reshuffle (PRWeek, 21 September 2007).
Trafford has also previously held top comms roles at Dow Jones and Cable & Wireless Europe. In her ITV role she was a member of the executive board, having been recruited by then chief executive Charles Allen in 2004, soon after the listing of the merged Granada and Carlton.
M: co-founder Nick Miles said Trafford would 'focus on media and telecoms initially'. 'But we think she has a lot to offer clients from a wide range of sectors and disciplines both in the UK and internationally,' he added.
Last week, it emerged that most of ITV's 75-strong programme publicity department would have to reapply for their jobs in a major shake-up of the broadcaster's PR operation (PRWeek, 13 June).
Separately, ITV Consumer's head of publicity has joined Chameleon PR as an associate director. Hannah Middleton is briefed to expand the agency's consumer client base.