New York-based creative communications agency Praytell has appointed Miranda Mitchell as managing director for its UK operations, marking a significant step in the firm’s targeted expansion in the region. Mitchell, who previously held the role of managing director for Edelman UK’s consumer practice and has an extensive background at agencies including The Brooklyn Brothers, Mischief, and Frank PR, is tasked with elevating Praytell’s presence beyond its “micro-agency” status over the past four years.

Mitchell’s appointment follows an 18-month period during which she collaborated with Praytell on key UK strategic initiatives, such as acquisition research and new business development. Her formal leadership role is expected to spearhead growth, helping the agency deliver integrated services for global clients, working closely with teams in the US and Australia. Praytell currently operates a UK team of seven, including associate director Mark Lewington, who manages relationships with brands like AllTrails, Kindred, and Native Instruments. The agency is actively pursuing new business, reportedly awaiting outcomes on several pitches that could bolster its headcount.

This expansion is driven by increasing client demand for coordinated support across both UK and US markets, underlining the agency’s recognition of the importance of cross-border capability in a globalised media landscape. Praytell works internationally with a diverse client roster that includes Sonos, Clairol, Destination Canada, BWH Hotels, the Singapore Tourism Board, Air New Zealand, and Citizen. Recently, Praytell was named global communications agency of record for BWH Hotels, responsible for brand awareness and loyalty programmes reaching 62 million members worldwide.

Founded by Andy Pray in 2013 and acquired in 2016 by the employee-owned agency network Project, Praytell has built a reputation for its consumer PR prowess, as recognised in 2022 by industry accolades. The agency has championed progressive workplace models, including the adoption of a four-day workweek from 2021, a move praised by founder Pray as pivotal to employee wellbeing and work-life balance. Such initiatives have underpinned Praytell’s recognition as one of the best places to work in 2023, with employees valuing the agency’s people-focused leadership, commitment to diversity and inclusion, and culture of mentorship and learning.

Mitchell joins Praytell amid wider strategic moves by Project to enhance its presence across the EMEA region, including the appointment of other senior leaders at affiliated agencies and acquisition of creative firms. Praytell’s UK office will collaborate closely with these wider EMEA teams on integrated campaign opportunities, reflecting a concerted effort to build a cohesive international offering.

Praytell’s founder and CEO, Andy Pray, expressed optimism about Mitchell’s role, highlighting her modern and relevant leadership style, mentorship qualities, and strong client relationships. He anticipates her influence will significantly advance the agency’s ambitions in the UK and beyond, formalising a role that blends creative expertise with strategic growth.

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Source: Noah Wire Services