U.K.-based PR agency Playtime has rebranded its newly expanded collective of global PR companies as “The Play Group.”
Partnering with specialists in the U.S., Germany, Italy, and Spain, Playtime’s strategic move ensures its clients have access to PR specialists in even more territories.
“Increasingly, we found that our global clients would say ‘We want Playtime, but in all our key territories please, not just the U.K.’ — which is a massive kudos to our UK team and work, but a bit of a challenge, even with our 100% flexible working model,” Singleton explained. “So, we set about identifying the right agencies to build this group with — it couldn’t be just anyone, it had to be those that shared our playfully brilliant work ethic, our values and passion, our no-nonsense results-driven style… The agencies you see here as we launch The Play Group are exactly the right fit. Some have a similar model to ours, some were born just before or during the pandemic — what they all have in common is a desire to create excellent work for their clients, always.”
The founding members of the network — first established in 2018 — include Playtime PR, headed by CEO Lesley Singleton and director of strategy and creative, Ceriann Smith; PlayWise Partners in the U.S. led by co-founders Sheena Stephens and Rachel Griffin; blattertPR covering Germany and Austria, led by twin sisters and co-managing partners Sabine and Miriam Blattert; Be Now Communication, based in Spain and founded by siblings Begoña and Pablo Gonzalez; and Italy’s Pragmatika, under the direction of president and CEO Rossella Lucangelo.
The Play Group network enables each agency’s teams and clients to tap into insights from other territories to help localize strategies and deliver campaigns in a culturally relevant way; it offers a solution to existing clients looking for similar agency approaches in other countries, as well as new brands seeking a one-agency-style approach but with localized solutions.
“We are honored to join The Play Group and our esteemed colleagues across the globe,” said Griffin. “Having this strategic alliance will allow us to service our clients on a global scale.”