Soho Partners is a stand-alone consultancy concerned with sport, entertainment, sustainability and cause, with an emphasis on creating integrated campaigns for clients with brand IP and content at the heart of the ideas. Soho Partners will work with the existing clients of leading global communications agency H+K Strategies, as well as working to bring in new clients.
The venture launches with two founding clients – Aviva and Carling. Soho Partners was responsible for the successful negotiation of Aviva’s title sponsorship of Premiership Rugby in the UK and continues to consult, manage and evaluate Aviva’s UK sponsorship portfolio. The deal is part of H+K Strategies’ goal of expanding beyond traditional PR and offering clients a breadth of services in combination with deep industry sector knowledge.
“H+K Strategies has been helping clients exploit sponsorships for years, from the Carling Cup to Future Friendly for P&G,” said H+K Strategies EMEA and U.K. CEO, Richard Millar. “But to solve communications challenges today, we need to be originating new sponsorship and partnership opportunities. The launch of Soho Partners continues our journey to provide clients with all of the capabilities required to deliver seamless, integrated communications solutions, alongside extensive sector knowledge in their industry.”
Ben Barker, partnership director at Soho Partners, added: “Over the last three years we have had more and more clients request sponsorship advice that brings big ideas and innovative content. By working with Kameleon, who are experts in this space, we have been able to focus an offering under Soho Partners that can service both H+K Strategies’ client requirements, and also the broader industry and new clients. We believe that by creating effective working partnerships between brands and properties in music, film, sport, CR or gaming, we will develop partnerships that deliver incremental value for a brand, a business, its customers and its employees.”