Two long established PR agencies have joined forces to create an East Midlands-London partnership aiming to build a regional network across England.
Nottingham-based BakerBaird Communications’ portfolio includes some of the region’s most significant economic initiatives, including the £4bn East Midlands Combined County Authority, the East Midlands Freeport, and the East Midlands Development Corporation.
It is led by co-founders Richard Baker, a former daily newsroom deputy editor, and Stuart Baird, who was director of communications for government in the Midlands. It also works with the NHS and with a number of technology and built environment businesses.
It is partnering with Allegory, which is based in Shoreditch and was founded by Emma Thwaites, a former BBC news editor who became deputy director of strategic communications at the Cabinet Office and global policy and corporate affairs director for the Open Data Institute.
Now stewarded by CEO Charlotte McLeod, the business specialises in delivering high-impact campaigns for leading universities, research organisations, and data and AI projects for various companies and academic institutions.
The partnership combines the two companies’ experience in strategic consultancy, public relations, public affairs and marketing.
Stuart Baird said: “This time last year, BakerBaird was supporting a Midlands client to host a major event in the House of Commons and it has been our ambition to expand the influence of our clients in the capital. We knew we needed an agency with aligned values, client base and experience. Allegory is a perfect fit.
“Equally Allegory has built a reputation based on excellent delivery for influential clients, such as the AgriTech Centre, and Alan Turing Institute and brings something different to the East Midlands.”
Emma Thwaites said: “Allegory is an insight-driven business with a strong national presence, especially in London and the South East. We have deep expertise in science, data and technology, working with academic, public sector and private sector clients.
“We’ve been actively seeking a regional partner to broaden our reach. BakerBaird stands out as a rare gem outside of the capital – they’ve managed high-stakes campaigns, their team is exceptionally skilled, and they have the expertise to deliver for large-scale clients, much like those we work with.”
Much like Allegory, BakerBaird has supported major university and research projects and worked with key regional businesses. It also has significant experience of government’s devolution programme, delivering awareness raising and engagement campaigns for combined authorities and working across local authority partnerships.
The complementary strengths of both agencies will see them collaborating on a number of new ventures to provide national impact and influence for clients.
