Former OPR COO Graham White launches his own agency, Pratar

Former OPR Agency chief operating officer and managing director of Howorth, Graham White, has launched his own agency, Pratar, specialising in communication services for technology brands and start-ups.

White launches his new agency with ten clients signed up, after finishing up at OPR and Howorth in late 2020.

White left his role as OPR’s first chief operating officer in November as part of a restructure. He was at the business for 20 years, while also holding a number of senior roles across Ogilvy PR operations including MD of Howorth, which he finished up in March last year, when he was promoted to his role at OPR. Former OPR chief growth officer, Jacquie Potter moved into the role at Howorth after his departure.

Graham White

White said: “With more than 25 years’ experience in communication and reputation management for many of the world’s most innovative technology brands, including many start-ups, it made sense to remain focused in a sector that still inspires me.”

Pratar will provide communication services to assist organisations “tell their stories and create conversations”. These services will include strategic communications, story development, thought leadership, earned media, media training, content, CEO and executive profiling.

White will also provide business advisory services for agency founders and leaders.

The name Pratar is derived from the Swedish word for ‘talking’, a name that White said aptly explains the role of communicators for brands.

“Our primary role in communications is to engage people, both inside and outside an organisation, to build, manage and protect reputation. It is a name that easily came to me for personal reasons, with family connections to Scandinavia.”

White says that the intention is to keep Pratar small, to focus on independence, stability and scaled collaboration with a range of specialist providers.

“After more than two decades at Howorth and OPR I’ve been fortunate to work with some outstanding freelancers and specialist service providers, which works perfectly for a small agency like Pratar,” he added. “There are also many great ex-WPP people now running their own consulting businesses, who make great collaboration partners.”

Pratar’s founding client roster includes global technology companies, startups, and venture capital firms, such as Equinix, Castlepoint Systems, OurCrowd, Raiz Invest, Rockwell Automation, Vow Food, BMC Software, Luceo Energy and GapMaps.

White will also consult as a senior advisor at 6AM Agency, a wellbeing and good living integrated communications firm based in Sydney.


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