PPR’s executive director and CCO Dena Vassallo exits to start new agency

Professional Public Relations’ (PPR) executive director and chief commercial officer, Dena Vassallo, has departed to start her own agency, Society.

Vassallo joined PPR in 2008 as general manager of innovation and integration, before becoming director of business development and innovation in 2015.

“Society will be purpose built for what brands are missing today. We are going to put people – you, me, our communities, society – back at the heart of everything and the result is going to be more honesty and more focus to really start a revolution,” Vassallo told Mumbrella.

Vassallo was the CCO and executive director at PPR for one year

Vassallo said the launch of her agency had “been a while coming” after nine years at PPR.

“I had a vision burning within me and a belief that there was something missing in the market today.

“People always respond best to personal attention, it’s something we easily forget, to be honest to focus and that’s what I wanted to bring to the forefront and have a hybrid agency that is mobile-first led,” she said.

Society’s offerings will include creative, marketing communications, social media, influencer and public relations.

“In essence for us it is about being locally engaged and nationally aware, being very fuelled by consumer desire for access, innovation and relationships that create culture, build brand relevance and respect.”

When asked about founding clients Vassallo said “we will be able to share more on that shortly”.

Kieran Moore, CEO of public relations and public affairs for WPP, told Mumbrella she was grateful for a wonderful eight years with Vassallo and wished her the best of luck with her new business.

PPR is currently recruiting nationally for the role.


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