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Eleven PR’s Rob Lowe and Magnum’s Matt Holmes launch ‘a more human’ PR agency

Poem bosses: Holmes and Lowe

Poem bosses: Holmes and Lowe

Senior public relations executives Rob Lowe and Matt Holmes have come together to launch what the pair are calling a “more human” PR agency, Mumbrella can reveal.

Lowe, who was most recently PR director at Whybin\TBWA Group’s Eleven PR, and Holmes, who was creative director at Magnum PR, have left their agencies to launch the new venture called Poem. 

“We feel that the industry has lost sight of what makes consumer PR a unique skill set; that’s the learned ability to know what will interest people and get people talking,” said Lowe.

“Without this we’re just making a lot of noise that people won’t notice or will choose to ignore. Brands have got to earn the right to be heard. It’s about being more human.”

POEM_LogoThe new PR agency bosses said they will focus on connecting brands to consumer’s lives in a “more emotional way” across paid, owned and earned media, with Guzman y Gomez as founding client, working across social media, influencer engagement and publicity.

The duo met during their previous roles at One Green Bean and over the last 15 years have worked on global brands in both the UK and Australia such as Nike, Virgin Mobile, Tourism New Zealand, Telstra, LEGO and Toyota.

“We understand the art and science of building relationships and what makes an idea relevant, interesting, sharable and motivating”, said Holmes.

“We also realise the cultural and fragmented media environment people live in and how to reach them effectively by putting PR thinking at the beginning of the creative process. But being more human isn’t just about insightful campaigns and real world business results, it’s also about how we work and who we work with. We want to do great campaigns with great people that make a difference.”

Eleven PR has hired Haystac’s Roberto Pace to replace Lowe as PR director. Magnum PR did not respond to requests for comment on whether it had hired a replacement creative director.

Nic Christensen 

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