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Tannous launches Relativity PR

Former AdNews editor Samantha Tannous has launched new PR agency Relativity Communications in a joint project with digital consultant Virgil Reality.  

samantha-tannousvirgil-realityTannous previously worked in PR roles within the Mitchell Communication Group including heading the Sydney office of Sparkimpact and Drive Communications. Before that she edited AdNews for four years.

In the new venture, Tannous is director of PR while Reality, who has previously worked at Emitch and Fairfax among other companies, is director of professional services.

Tannous said that the company will focus on PR, digital marketing and social media. She said: “We work collaboratively with clients to help them engage and converse with their constituents. We also offer online tools to help any business – no matter how small or large – to develop, manage and distribute their story to the right people.”

The agency will be focused on a “rapid development” ethos, she said, aiming to produce and distribute that content with a short turnaround time. She added: “The old saying that today’s news is tomorrow’s fish wrapper is still highly relevant despite its analogue foundations.”
 
The agency soft launched late last year, and unveiled its website this week. Last month Relativity was appointed by search and affiliater marketing firm DGM. And the company has just picked up new client wins including: Optare Systems, a risk management consultancy; Bravo, a brand and customer experience measurement company and VMS Retail Solutions, a visual merchandising consultancy for specialist retailers.

Tannous is not the only former AdNews editor operating in the PR area. Andrea Sophocleous, who left the magazine a few weeks ago, is managing the PR on a freelance basis for Sydney based agencies Three Drunk Monkeys and Dynamix.

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