LONDON—Independent PR agency network Sermo has added new partner firms in the Middle East and France, and named a new president.
In the Middle East, Mojo PR joins the network, which focuses on luxury and lifestyle communications. In France, meanwhile, L’Agence Lorraine de Boisanger comes aboard.
Tanya Hughes, MD of UK member Talk PR, adds the role of president of Sermo, which now counts 12 agencies across 17 cities in 14 countries. Hughes will focus on extending partner collaboration and productivity, introducing central business management systems, adding an increased level of value for clients and marketing and growing the network into new markets.
"Sermo is now almost five years old and I feel really proud of what we have all achieved in creating a unique PR network that offers a viable alternative to the big global players," said Hughes. "One thing that really stands out is the collaborative nature of the network – the fact that the network’s built on mutual understanding and respect, not ownership. Our brilliant new partners in Dubai and Paris share the sensibility and ambition to build global relationships."
Based in the UAE, Mojo was founded by former Weber Shandwick GM Tara Rogers and Louise Mezzina in 2009. The agency now has 15 people and plans to open an office in Riyadh.
L’Agence Lorraine de Boisanger has been owned and led by Lorraine de Boisanger for 18 years. Clients include Zara Home, Park Hyatt Hotels, Peugeot Design Lab and Saint Louis.
"Increasingly, our clients require support in markets around the world and to know that we have immediate access to partners with a similar approach is both exciting and reassuring," said Rogers. "We hope to contribute as much as we gain."