NEWS: Ludgate’s new money men

Ludgate Communications has boosted its senior management team with two signings from the worlds of corporate finance and financial journalism.

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

Ludgate Group.



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.



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