The new subsidiary will offer clients sponsorship and partnership opportunities. PrettyGreen has recently forged relationships between Casillero del Diablo and Sky Movies, and has also announced V Festival Louder Lounge Partnerships as an account win.
Sean Watkins has been hired to head up Partners & Co. He joins from integrated creative agency Stack, where he was previously client services director.
Jess Hargreaves, PrettyGreen’s joint managing director and board director of Partners & Co, said: "Partnerships and promotions was just a natural area in which to grow our agency offering. By their very essence, brands need partnerships and promotions to bring their brands to life and to do this amplification is key.
"The existing PR, social, events and studio divisions of our agency complement Partners & Co perfectly, ensuring that clients receive the integrated creative and strategic thinking that they need to really shift the consumer awareness and consideration dial."
Watkins added: "PrettyGreen Partners & Co is an incredibly exciting venture and one that I’m thrilled to be a part of. We’re focusing on creating emotional connections for lifestyle and entertainment brands and I’m looking forward to working with the wider teams to deliver impactful campaigns for our clients."
The new venture is the agency’s fourth division launch since October last year, following the introduction of , .
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