Arun Sudhaman 05 Jul 2011 // 11:00PM GMT
LONDON--High-profile UK PR veteran Mark Borkowski is launching a new brand development firm, three months after departing the famous consumer/entertainment agency that he founded.
Borkowski.do will focus on shaping brand strategy, as Borkowski - in his words - makes a bid to move “higher up the food chain.” He is joined by two well-known co-founders: PHD co-founder Jonathan Durden, and former Kinetic senior executive Ivan Clark.
Other collaborators include creative development consultant Claire Walsh, and civic engagement specialist Aladin.
“The burden of Borkowski PR was that it was stuck in that consumer arena, and of course I wanted to do more,” Borkowski told the Holmes Report. “Where PR struggles is it doesn’t get higher up the food chain. This is my attempt to get closer to brand ignition.”
Accordingly, Borkowski is styling his new firm as a response to the shifts brought about by social media. The new venture will focus on content, brand insight and entertainment. Specifically, Borkowski has acquired a one-year licence to social media analytics tool Beyond. In addition, he will continue to offer crisis counsel.
The launch comes after Borkowski announced his departure from the eponymous PR firm that he founded in 1987, which has since been relaunched as Beige.
Earlier this year, Borkowski emerged as a potential PR representative for Wikileaks. He confirmed that he had yet to act for the whistleblowing website, but said that conversations are ongoing.
Borkowski.do is already developing TV formats for both online and conventional TV, and has retained arts and entertainment staff and clients from his former firm.