LONDON—Cow PR, one of the London’s most successful boutique public relations firms, has spun off its digital operation to create a new and independent agency, Rabbit. Rabbit will operate as an independent company from Cow PR, with a separate client base.
Rabbit launched with a number of clients including MBT Trainers, Mathmos Lava Lamps and the Microloan Foundation. Heading up Rabbit is Dirk Singer, one of the two co-founders of Cow PR, who has more than 15 years experience of working in technology and Internet PR including for three of the world’s biggest online brands: Google, Yahoo! and MSN.
Rabbit will closely with Cow Africa in Cape Town. Communications and strategy work will be handled from London, while the digital creative and development work will be done from Cape Town.
“The idea behind Rabbit is that we both create and engage”, says Singer. “We can do everything from build mobile applications to design websites. But we’re also communications professionals with a grounding in both non-traditional and traditional marketing. We know what to do with whatever we create, and we also have the ability and knowledge to manage and protect reputations online.”
Joining Rabbit from Cow Digital is Louise Doherty, whose previous experience includes serving as PR manager for a network of more than 100 websites at Fubra.com.