LONDON—Misha Dhanak and Joe Sinclair, who resigned from leadership roles at Citizen Relations UK last year, have started a new agency with the backing of advertising agency Mother. The Romans will focus on creating campaigns that are rooted in contemporary culture, encompassing PR, social media and experiential.

According to Sinclair, “People don’t care about survey stats in a press release, they care about music, telly, gaming, fashion, sport—in short, culture. We founded The Romans because we care about culture too – especially how brands can use it creatively to reach and engage their audiences through earned media.”

Dhanak joined Citizen in 2012 from Shine and was previously head of PR at Paramount Pictures.  Sinclair joined in 2013 from Burson-Marsteller. The duo are equal partners and majority owners of The Romans.