Zeno London has hired Catherine Smiles (pictured) as a director, who rejoins the agency following previous freelancing roles.
Smiles most recently served as vice president of UK communications at Warner Music Group, being responsible for internal and external communications and reputational strategy for Warner Music UK.
She announced her departure from the record label in March this year.
Prior to this, Smiles was an associate director at PrettyGreen, and has spent time freelancing at PR agencies including Golin, Freuds and M&C Saatchi Sport & Entertainment.
Beginning her career in music and talent publicity, she has also worked with artists including Taylor Swift, One Direction and Alicia Keys, and recently served as interim head of communications for Black Lives in Music.
Now, Smiles will lead Zeno London’s sports and entertainment practice, working in tandem with the group’s already-established global sports and entertainment practice, led by Rick Rhodes.
The global practice specialises in sponsorship activation, licensing, brand collaboration and talent buying, having overseen deals including Joe Jonas for Expedia, Mindy Kaling for Sharpie and Olympian Shaun White for Aruba Tourism.
Zeno London’s newly-expanded speciality will similarly connect brands to talent and territory in entertainment, sport, culture and gaming – from initial advisory to activation, with earned media impact at the core.
Providing “consultancy that moves beyond celebrity badging”, the integrated, data-driven offer will also offer guidance on reputational benefit and risk for brands within the space.
Amongst Zeno London’s current clients operating in sport and entertainment are Lenovo and Dolby.
Smiles will be supported by ex-Red Consultancy associate director Joe Dawes (pictured below) on a freelance basis.
Dawes’ past experience includes multiple brand Olympic sponsorship activations and ambassador campaigns with the likes of Huawei and Mo Farah, with previous roles including a ten-year stint at Nelson Bostock, where he was seconded to Google as global comms lead for arts and culture.
Both will report to Zeno London’s head of brand, Amy Parry, who said: “Catching my breath after a summer of non-stop sport and music, it seems our appetite for entertainment in all its forms remains voracious.
“Brands who understand the shifting dynamics between talent, teams and fans – and how to connect them – will be the ones to benefit. Catherine is a major player in entertainment communications, culturally connected and progressive in her approach. I can’t think of a more talented ‘boomerang’ to welcome back to Zeno.”
Commenting on her appointment, Smiles said: “I’ve had the good fortune of working with Zeno many times before, so I couldn’t be happier about this new role.
“Launching sports and ents in the UK is a natural development for the agency and I’m excited to throw my unique blend of knowledge, expertise and passion for music, culture, and entertainment into the ring.”
Zeno is the 56th-biggest PR consultancy in the UK, according to PRWeek’s most recent Top 150 rankings.
Zeno is part of DJE Holdings’ portfolio of interdependent companies and divisions, alongside comms agency Edelman and financial comms specialist Edelman Smithfield, plus the global agency, Ruth, which launched earlier this year.
In May, Zeno appointed ex-Team Lewis UK managing director Sarah Ogden as its chief client officer for Europe.
