W Communications wins new brief with TrueStart

W Communications has been handed a new brief by TrueStart, a UK-based incubator for retail technology start-ups that wishes to bolster its profile.

The agency will be tasked with increasing awareness of TrueStart's launch among entrepreneurs and the media. The incubator has the support of UK Trade and Investment and is based in London.

In addition to PR functions, W Communications founder Warren Johnson has agreed to run a series of mentoring sessions at TrueStart's Victoria offices, which will address the role marketing and communications play in building businesses, reports PRWeek.

TrueStart co-founder and chief executive officer Richard Mergler said the new partnership will "ensure TrueStart is the first port of call for the most forward-thinking entrepreneurs in the European retail tech start-up scene".

W Communications will be able to leverage its extensive experience of working with leading tech sector brands, including Siemens and Huawei, as well as high-profile clients like Viacom, Nickelodeon, the Independent and Toyota.