Ludgate Communications has boosted its senior management team with two
signings from the worlds of corporate finance and financial journalism.
Tony Friend, formerly director of investment banking at NatWest Markets
joined the agency this week as a director and head of its UK financial
PR and investor relations division. He is also a director of parent
Also arriving this week was Mick Smith, former industrial editor of the
Observer. He joined as a director of the UK PR consultancy Ludgate
Communications and MD of its corporate division on Wednesday.
Commenting on his decision to move into PR, Friend said opportunities
for firms like Ludgate were growing as the investment banking community
was becoming ‘more transactionally-oriented’.
Ludgate Communications chairman Tim Trotter said he thought the flow
into PR from other professions within the City was starting to
accelerate as financial PR consultancies were increasingly called upon
to give strategic advice. He said: ‘The quality of advice has got to
improve and so has the quality of people’.
Smith takes over the operational responsibility for the corporate
division from Nick Boakes, who will concentrate on developing business
in the hi-tech and multi-media sectors. Trotter denied it was it was a
snub for Boakes saying it was his initiative.
Smith said he had received a number of offers to go into PR before. The
attraction of Ludgate, he said, was that it was ‘a growing business
which offers a lot of potential’.
PLudgate has been hired to handle financial PR for retirement homes
builder McCarthy & Stone. The account, estimated to be worth pounds
30,000, was previously held by Hudson Sandler.