Cirkle Launches Partnership Division

PR and digital communicationss consultancy, Cirkle, has launched a  specialist Partnerships Division focusing on sponsorship and event amplification, talent and influencer collaborations and purpose-led CSR initiatives. The division will be led by the agency’s Director, Sian Kilgour, who becomes Head of Partnerships.

Cirkle’s sponsorship offering will focus on sport and music, covering all aspects - from strategic sector and intellectual properties mapping, talent negotiation, creative activation and PR amplification - to optimisation of  the partnership amongst target stakeholders and fans. The new division will also offer a 360° creative workshop service for brands and rights holders, to deliver amplification ideas beyond those included in a standard activation contract.

For the past two years, Cirkle has been driving reappraisal and consideration of leading men’s grooming brand, Just For Men, to amplify its sponsorship of the NFL London Games, whilst introducing the brand to new verticals through the sports media.

Sian Kilgour comments: “Having previously worked with Budweiser, Virgin, Michelob ULTRA and Pernod Ricard on the amplification of high profile partnerships including the FIFA World Cup, London Triathlon and Glastonbury music festival, I know how the right collaboration and amplification can deliver robust results and ROI. Strategic and authentic partnerships present a wealth of opportunities to build brands, adding layers of human depth to their marketing campaigns. All too often, sponsorship and talent deals are struck for the wrong reasons and without considering how to go beyond the standard activation rights.”

Cirkle’s Partnerships Division will also help brands to develop strategic collaborations with talent and third parties. Cirkle’s recent work includes content collaborations between Energizer and top tier influencers as well as on-pack partnerships between Mr Kipling and Roald Dahl.

Ruth Kieran, Managing Director, Cirkle said: “Our new division represents a growing opportunity for brands and one that is already delivering tangible business results for a number of our clients. With the experience and talent already in our business, we simply wanted to formalise this service offer and look forward to supporting other brands in bringing these partnerships to life.”

The new Partnerships Division complements Cirkle’s other service offerings which include Retail Communications, Corporate Reputation and Consumer Brand Comms.