LONDON — Edelman has created two new roles to help brands articulate their social purpose. Andrew Wilson joins the UK business as executive director, purpose and Mark McGinn becomes director, brand and social purpose. The duo will work with brands to develop communications strategies around their purpose. Wilson was previously a director at Corporate Citizenship, a global strategy consultancy specialising in corporate responsibility and sustainability. McGinn joins from O2, where he held senior positions in sustainability marketing and social impact, and was previously head of international marketing and communications for AIDS charity (RED).

LONDON — MHP has been appointed by Coca-Cola European Partners (CCEP), the multinational bottling company, to support its corporate communications team, providing strategic advice, campaign activation, digital advice and issues management. The work will cover all aspects of the company’s corporate reputation, with a focus on its sustainable action plan, “This Is Forward”. Coca-Cola European Partners employs 23,500 people in 13 countries and is headquartered in the UK. The win adds to MHP’s consumer goods roster, which includes L’Oreal, Arla, Kimberley-Clark and Laithwaite’s.

LONDON — Pagefield has launched a new sports division, Pagefield Sport, which will be led by partner Liam Parker and chief executive Oliver Foster. Benito Perez-Barbadillo, Rafael Nadal's head of communications, will be joining Pagefield Sport as a specialist partner in addition to his work for the tennis champion. Pagefield’s sporting clients already include Rafa Nadal Academy by Movistar, Olympian runners Paula Radcliffe and Dina Asher-Smith, and Ginx Esports TV.

LONDON — Technology specialist Chameleon has become the first PR agency in Europe to roll out TrendKite Premium, the new end-to-end analytics tool that enables brands to measure the impact of PR on the bottom line. Chameleon MD Tom Buttle (pictured) said the agency now offers the platform to all its clients. These include consumer insights company Crimson Hexagon, whose EMEA and APAC marketing director Kevin Virsolvy said: "Traditionally, PR hasn't had metrics to show the positive impact it has on the sales process. Together, Chameleon's and our deployment of TrendKite will show key outcomes such as web traffic attribution, social amplification and SEO, helping us articulate the real, commercial value of PR to our business.”

LONDON — Manifest has appointed Christian Anderson-Ramshall to lead its in-house content division, The O Collective. He joins from Virgin, where he spent four years as head of digital production, working with Richard Branson to produce video and content-led campaigns. Anderson-Ramshall is tasked with growing the agency’s creative production team, integrating its influencer network, Roger, into the creative production process and building O’s global strategic partnerships.

LONDON — Lewis has launched a new 3D animation service to extending its portfolio of digital and design services, in response to client demand for creative asset development. Lewis now has an eight-person strong creative hub team in its London office. Simon Billington, creative director UK, said: “The launch of our 3D Animation services takes our capabilities to another level and we are excited about being able to bring virtual reality and augmented reality into our marketing solutions for clients.”

LONDON — Property guardian company PGP, which secures vacant buildings by providing occupants for them, has appointed Munch to deliver a brand awareness campaign targeting the mainstream and property trade press, and to profile its founder, Scott Franklin. Munch director Lizzie Earl said: “We can’t wait to show the life and creative communities that have been built within these fantastic, previously empty London buildings. PGP is an exciting challenger, and we’ll be mixing our wealth of property and arts experience to deliver a campaign with impact.”

WEYBRIDGE, UK — Virtual healthcare specialist The Difference Collective has made its first two appointments since it was launched last year by Virgo Health co-founder Angie Wiles. Former Ruder Finn UK creative director Stuart Mayell has been made “head of the creative difference” and former Daily Express Health Editor Jo Willey is now “collective media maestro”. The agency now has more than 50 senior freelance consultants and clients in its first year of trading include Boehringer Ingelheim and Bayer.

LONDON — Following a competitive pitch, Fanclub PR has been brought in by deals website Wowcher to run its UK press office and manage a programme of activity to build brand advocacy and search visibility. The agency’s digital and e-commerce experience includes work with Tesco Mobile,, TravelSupermarket and PhotoBox.

LONDON — A new UK trade body, the Marketing Agencies Action Group (MAAG), has been formed from the assets of the Marketing Agencies Association (MAA), which went into receivership last month. MAAG, which is led by Clive Mishon, chairman of 360 Mentor Marcomms and Investments, and MAA director Graham Kemp, has entered into an agreement with the Public Relations and Communications Association (PRCA) to share back office, administrative and operational services.

SWINDON, UK — RedheadPR has been handed a PR brief from the Common Sense Gardening Group, part of the Crop Protection Association. The group represents garden care chemicals companies and aims to provide gardeners with advice on how to use, store and dispose of garden care chemicals safely. RedheadPR’s horticultural experience includes working with brands such as Stewart Garden and Briers.