LONDON — Sard Verbinnen & Co has hired Charles Chichester as a managing director and Rory King as a vice president as part of its expansion in London.

Chichester joins SVC from Newgate Communications, where he was senior partner and head of the financial PR practice. He was also a partner at Finsbury and covered European equities at JPMorgan Cazenove.

King joins the firm from Montfort Communications, where he was a consultant. Both will work with managing director Jon Aarons to serve clients in the UK, EMEA and globally.

The firm has also hired entrepreneur, senior executive and private investor Robert Hersov to its advisory board as a director. Richard Holloway joins as a senior counsellor; he was head of communications at S.G. Warburg before its acquisition by UBS, and more recently built his own firm, StockWell, which was bought by Teneo in 2015.

Aarons said: “As our London office continues to grow, we are thrilled to be adding senior professionals of such high calibre to our team. Both Charlie and Rory bring recognised track records and unique perspectives to the firm, while Rob Hersov and Richard Holloway in their advisory roles add a wealth of knowledge and invaluable experience.”