Gorkana Insight & Analysis Team
Paul McEntee launches agency
The former consumer brands director of Edelman London, Paul McEntee, has launched a new brand marketing agency called Mc&T.
Mc&T, which bills itself as a consumer ‘maker PR agency’, launches with a team of three and a mix of retained and project-led clients across music, food and leisure, including music hardware brand Moog.
The agency plans to create a pop up synth studio for Moog which will tour summer festivals in the UK.
Other clients include restaurants Beagle and The Last Tuesday Society.
Paul said: “We’ve seen the PR industry shift to a point where you can’t have any impact with media unless you are a creator too. We have a creative network made up of artists, innovators and young talent – they help us develop ideas.
"We also have a technology network that enables us to bring those ideas to fruition in interesting ways; new digital experiences, product prototypes, VR. Everything is underpinned by rigorous earned media delivery - that is our core offering. But this alone is no longer enough.
“Our message to clients is that they should examine the impact their approach to PR is having. Coverage is great but what is the shelf life of that coverage? Does it create a legacy for the brand? It most cases I don’t think so.”
Paul left Edelman last September after eight years at the agency. While there, he was also head of media in its London office.
He was responsible for anchoring key accounts, including the agency’s global Heineken business, which included the UEFA Champion’s League and James Bond activations.
Paul also built Edelman London’s real-time creative newsroom, and was responsible for media strategy across the agency.