New PR agency Tyto launched by former Hotwire boss

A new European PR agency called Tyto has been founded by Brendon Craigie, the former founder and chief executive officer of Hotwire.

Tyto has launched with a team of nine staff members spanning the UK, France, Germany and Spain, including six former Hotwire employees and a former associate director from Freuds.

The agency is privately owned and funded, with all employees having a stake in the business. Ellen Raphael, a former director of the science education charity Sense About Science, is a co-founder of the business.

A key operating principle of Tyto is its PR Without Borders strategy, which sees international multidisciplinary team members working together across borders to solve business challenges, with a pricing model that is based on results rather than time.

The aim is to address inefficiencies that exist in the current international agency model, in response to feedback from company bosses and marketing directors.

Mr Craigie said: "This is a paradigm shift for the creative process, which often relies on narrow thinking from an international agency's hub, which is then farmed out for localisation."

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