LONDON — The U.K.’s entertainments PR industry is set for a shake-up with business veteran Gary Farrow establishing a major new agency.
Farrow, who last month exited his vice president of communications post at record company Sony BMG, has launched The Corporation and has retained Sony BMG as a client.
As one of the best known executives in the music industry, Farrow has helped raise more than Euro 50 million for a variety of music-related charities, such as Nordoff-Robbins Music Therapy, the Music Industry Trust, the Brits School and the Elton John Aids Foundation. He reveals to Variety he has taken on Elton John as a client along with The Old Vic Theater, where Kevin Spacey is the current artistic director, and legendary jazz venue Ronnie Scott’s.
Farrow, who was at Sony BMG for 10 years, has recently been linked with a multi-million dollar takeover of The Outside Organisation whose clients include David Bowie, Paul McCartney and Naomi Campbell. He refuses to comment on that rumor, but admits he does have access to finances to acquire other agencies.
“Basically The Corporation will have a no nonsense, cutting-edge approach to non-formulaic PR,” he says. “We’re not just looking at clients in the entertainment sector, we’re also talking to corporate clients and other high profile personalities and we’re discussing various joint venture deals with other PR and media companies.”
He also intends to offer a bespoke damage limitation service to organisations or individuals who find themselves making the wrong sort of headlines. “We’ll be using a number of ex-newspaper editors to consult on such exercises, which is a different, but sensible, approach to damage limitation,” he adds.