LONDON--Shaun Wootton, who departed Waggener-Edstrom in late 2011, has launched new consultancy Otto Communications & PR.

The new firm will partner with Sheffield-based Neon Six for digital and branding, and Honcho PR for consumer technology. The alliance with the latter firm has already secured Acer’s six-figure UK and Olympics PR account, as revealed by the Holmes Report last month.

In addition, it is understood that Otto is working with GE Healthcare, although Wootton declined to comment on this.

“The traditional PR agency model continues to be challenged,” said Wootton. “Micro-agencies and small clusters of independent, multi-disciplinary consultants are becoming increasingly attractive to clients who want to work with creative, senior communications practitioners - without the cost and fuss often associated with larger agencies.”

The firm will focus on consumer, medical and enterprise technology companies in the UK, but will also hope to benefit from Wootton’s international experience. His eight-year stint at Waggener-Edstrom included senior leadership positions in Munich, Singapore and Paris.