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Newly-launched Newcastle agency aims to bring new twist to conventional PR order

PR professional Chrissie Plunkett has joined forces with entrepreneur Richard Shell to launch The Twist Group, a Newcastle-based PR and communications agency.

The new business, which is tailored to predominantly serving the wedding, lifestyle and leisure sectors, says it hopes to ‘buck conventional PR trends through its creative and dynamic approach to resolving marketing challenges’.

Both owners are adamant that Twist’s USP will stem from a ‘simple mantra of delivering unconventional campaigns’. This in turn, according to Plunkett and Shell, will create conversations for the brands they represent through earned, owned and shared media.

Formerly of Newcastle-based PR firm Karol Marketing, Chrissie originally hails from London. Her background in PR originates from supporting Mikimoto, Mouawad and Stephen Webster brands in London before directing accounts further North.

Chrissie, who believes the more elaborate and crazy a campaign is, the better results it engineers, said: “There are too many sensible brands out there doing sensible things that nobody ever talks about.

“Through Twist, we aim to disrupt their markets with our offbeat and creative approach, giving people reasons to want to talk and share about the brands we represent, whilst providing a profitable return for our clients.”

Richard, the Alnwick-raised entrepreneur behind bohemian venue Doxford Barns and Northumberland’s Charlton Hall, echoes Chrissie’s vision for the business.

He commented: “We’re brave enough to challenge the norm in order to distinguish the brands we represent.”

With a background in banking, Richard says his expertise will support Twist’s ambition to become a full-service agency, whilst simultaneously helping to centre the company firmly within the wedding, lifestyle and leisure sectors.

He added: “By adding enormous levels of creativity to the campaigns we deliver, our approach aims to bring commercial return for clients, whilst moving consumers seamlessly through every phase of the communications channel.”

Follow the newly-launched agency on Twitter @ThisIsTwist.

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