Mahlab launches PR offering with Thomson Reuters Tax and Accounting as foundation client

Content marketing agency Mahlab has launched a PR offering and has signed up Thomson Reuters Tax and Accounting as a foundation client.

The PR arm will be led by Lily Carlyon, as head of communications and PR, who first joined the company a year ago as group account director.

Bobbi Mahlab with Lily Carlyon

Carlyon has worked for a number of different businesses, including as communications director at Zuellig Parma in Singapore.

Bobbi Mahlab, founder and managing director of Mahlab, said just creating great content didn’t cut it anymore.

“We are building on what we have been doing for more than 20 years, telling brand stories though great content,” Mahlab said.

“While these fundamentals have not changed, the way that we deliver content to audiences has changed dramatically. Simply publishing great content doesn’t cut it anymore – you need to get this content to your audiences in the channels that they’re engaging with. Traditional media is one of these channels.”

Carlyon said earned media coverage was key in raising awareness.

“It should complement the information you’re providing audiences through your owned, paid and social channels – as well as the events, activations and other audience touch points your brand has created,” Carlyon said.

On winning the Thomson Reuters account more specifically, Carlyon added: “We are developing white papers that are launched to media, promoted through paid social channels and used to create content for the company blog. This means a single asset is being used to raise awareness, drive audience engagement and generate marketing qualified leads.”


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