Former News Limited spinner Toby Hemming launches Bold Media: ‘Lots of PR agencies have no idea’

bold media logoFormer News Digital Media head of corporate affairs Toby Hemming has launched a B2B-focused PR agency targeting the media and marketing world.

Foundation clients for Bold Media include the Asia-Pac operations of digital agency Profero, research agency Edentify and design and copywriting agency The Make Room.

Hemming spent two years with News Limited, heading communications for Nationwide News which includes Sydney’s The Daily and Sunday Telegraph and then for News Digital Media. He lost his role in as part of the company’s restructure in June. Hemming also previously worked for UK pay TV operation BSkyB.

His new company – Bold Media – will inititially target companies in the media and marketing space. The move puts Bold Media in competition with a number of individual PR consultants and most notably PR agency Access, whose clients include SBS, Fairfax Media, Fremantle Media, The Newspaper Works, JWT, BWM, Amnesia Razorfish and Starcom.

In a video interview with Mumbrella’s Tim Burrowes, Hemming said that many PR’s had “absolutely no idea” when it came to trade press PR.

Hemming said: “I’m out there to challenge the market. I’m out there to try and shake it up a little bit. I’ve been the client for a long time. I had a lot of people coming to me from PR agencies over the years who had absolutely no idea.”

He added: “Strong partnerships with some really talented people in other disciplines mean Bold Media will be flexible enough to not be tied down to the traditional PR agency model.”


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