Former 303 Mullen Lowe and Fox Sports exec launches comms consultancy Istories

Lee Robson, the former managing partner of 303 Mullen Lowe and head of publicity at Fox Sports, has launched consultancy Istories with founding clients Athletes Voice, Iwonder and Family Five.

The launch of the communications and content consultancy follows Robson’s departure from 303 Mullen Lowe last year.

Robson launches the consultancy with three founding clients

“Everyone in PR and content strategy knows how to talk a good game when it comes to the importance of data, but sit 99% of comms specialists down in front of 10,000 rows of raw data and ask them to draw an insight, and you’ll quickly watch them turn white,” Robson said, whose title is founder and chief storytelling officer.

“I didn’t want to be that person, which meant taking myself out of my comfort zone to learn the language of data; something I believe every PR needs to invest in if they’re serious about staying relevant in this industry over the next ten years.”

Documentary video streaming service Iwonder has engaged Istories to handle brand communications, trade and consumer press office, content publicity and influencer strategy.

“What led us to appoint istories was Lee’s credentials and the compelling strategic vision outlined for iwonder, but what has impressed us since is the passion and professionalism istories brings to the table in helping us to broaden our horizons and our ability to take the iwonder brand and service to new audiences each day,” Iwonder co-founder and CEO James Bridges said.

The Istories homepage

Sports content platform Athletes Voice, formerly known as Players Voice until it rebranded last month, has also handed Istories its corporate communications, events, and brand marketing account, which will also see the consultancy take responsibility for new product and launch activity.

“istories brings a highly valued level of intelligence and insight to the team and we’re delighted to be in a position to benefit from Lee’s continued guidance and support as we build on AthletesVoice’s mission to bring athletes and brands together to win off the pitch,” Kerry McCabe, founder and CEO of Athletes Voice, said of its decision.

Finally, Parenting app Family Five will trust Istories to drive awareness, uptake and usage by taking charge of its PR account.

Upon launch, Istories is offering two products: a coverage impact scoring tool, and a communications evaluation framework and guideline. Both can be customised to suit agency and in-house needs.

“Campaign evaluation should always be a tailored process of continual refinement, with metrics based upon specific client and campaign needs, but what the application of data analytics does is bring hard numbers to a practice which is too frequently obscured by subjectivity and spurious assumptions,” Robson explained.

“While istories’ clients gain ongoing access to these tools, agencies and in-house comms teams looking for one-off solutions can come to istories for tailor-made measurement and evaluation products to fill a short-term need or be integrated into ongoing processes.”


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