LONDON — Mobile network provider Giffgaff, which is run by its members, has handed Milk & Honey PR its six-figure PR account, after a six-way competitive pitch.

The agency will lead Giffgaff’s purpose-led and brand PR activity, through an integrated press office, campaign generation, brand positioning, crisis support, and key-figure profiling. Giffgaff’s previous agency was Here Be Dragons.

Milk & Honey’s brief includes highlighting Giffgaff’s community work, including its focus on diversity and inclusion, reducing e-waste, charity partnerships, and community initiatives. The network provider recently launched its first TV advert in British Sign Language (pictured), in collaboration with member Aleks, who is deaf.

The agency team will be led by partner and global head of brand, Francesca O’Connor, with support from recently-appointed creative director and partner Ottilie Ratcliffe and the agency’s new associate partner and head of diversity, inclusion and belonging, Alexandra Annable.

O’Connor said: “We felt a real synergy with the Giffgaff team during the pitch process, so we’re over the moon to be working with them. Their community work is the perfect example of putting your money where your mouth is.

“Crucially, Giffgaff understand that in today’s world it’s not enough to just talk about change and purpose, you have to follow it up with actions. You have to be trying to solve the problems you’re talking about.”

Giffgaff PR lead Katya Escala added: “We’re so excited to be working with Milk & Honey. We’re all about working with like-minded businesses, who put people and planet on equal footing as their business success. With their B Corp accreditation Milk & Honey PR do just that. As a growth company that’s just hit the 12-year mark, we’re ready to continue shaking up the mobile market and feel Milk & Honey is just the agency to join us on that journey”.

Milk & Honey, which became an employee-owned business this summer, recently “pressed pause” on its operations in Australia.