Samantha Allen departs Liquid Ideas after a year as agency pushes into Melbourne and aligns with Better Happy



Samantha Allen Liquid Ideas

Allen: Consultancy

PR agency Liquid Ideas has revealed the launch of a Melbourne office in a fortnight’s time, the departure of agency director Samantha Allen after just a year and the creation of a new alliance with Matt Jones’ consultancy Better Happy.

Liquid Ideas is owned by Stuart Gregor, who is also chairman of the PR Council. The agency is one of the biggest independent PR operations in Australia.

Allen’s arrival in May last year was the first time the agency had an agency director. But in an email to clients and contacts from Gregor today, he said that Allen will leave next month to launch her own consultancy.

Meanwhile, he said that Matt Jones will move into the company offices as “strategic partner”.

In the email Gregor said: “From Friday June 21, Samantha Allen, our tireless and committed Agency Director for the past 13 months will be leaving us. Samantha is following her long held entrepreneurial plans and after founding two successful PR agencies for others in the past, is going to be setting up her own consultancy business.”

matt jones better happy

Jones: Better Happy

“Matt and his Better Happy team will be working on their own clients as well as working with Liquid Ideas on current and prospective clients – pushing the envelope of how public relations is undertaken in this crazy new world. We think our lives could get really quite exciting.”

He said in the note that Liquid Ideas’ Melbourne office will be based in Southgate in Melbourne, in the IBM Tower. It will open its doors on June 1.

Liquid Ideas is a finalist for PR agency of the year at the Mumbrella Awards and Gregor is a panellist at Mumbrella Question Time at Mumbrella360.


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