Up Communications, founded in 2014 by ex-EE comms veterans Lynne Arrowsmith and Stuart Jackson, has rebranded as Goldbug.
Arrowsmith, the former director of internal brand and comms at EE, said the agency is looking to sharpen its proposition and the rebrand will assist the agency in doubling its size by October 2017.
As part of the refresh, Goldbug will be announcing a new senior account manager to support its consumer PR operation, and a senior account planner who will lead the delivery across internal comms accounts.
Arrowsmith added: “It’s an ideal time to rebrand. Our business has grown significantly over the last two years. We started with on wobbly desk and two creaking laptops in an office space kindly loaned to us by a long standing agency partner of ours.
“Since then our projects have scaled up and we’ve moved into our own space on Portland Place. It was the perfect time to look at our start-up identity and make some brand decisions that are the right fit for our long term future.”
James Saville, a partner at Goldbug and former Sunday Mirror News editor, said: “Storytelling has changed. As well as the thud of a coverage report on the CEO’s desk, ideas need to work hard to reflect a brand and its story. Our insight allows us to deliver that.
“Our clients have been impressed with our ability to truly understand what a story is, not just for a headline in a press release, but one that works across all channels to deliver their message. A big part of our work is focused on employee comms and engagement – improving internal culture through brilliant, vibrant comms work is essential.
“There’s a phrase on the newsroom floor for an agenda-setting scoop: a marmalade dropper. We’ve now transported this scenario to the boardroom. What we deliver for our clients is two things: marmalade-dropping coverage, then the tools to engage their own staff with that bit of Fleet Street magic.”
Clients of Up have included Internet Matters, which is backed by BT, Sky, TalkTalk, Virgin Media, Google and the BBC, as well as Santander, Universal and Expedia.