LONDON — Global PR agency Praytell has picked Miranda Mitchell as its new managing director for the UK, reflecting the agency's commitment to international expansion and targeted growth in the region.

Mitchell was a managing director at Edelman in London from 2019 to 2021, where she ran the 70-strong UK consumer brand practice, with a turnover of approx £10 million and clients including Asics, Nissan, Starbucks, Lego, Facebook, Ikea, Hilton, PayPal, Samsung and  Heineken.

She was also a managing partner at The Brooklyn Brothers, where she led much of the creative direction and helped guide its acquisition by Golin and served on an IPG group board. 

After leaving Edelman, Mitchell founded an independent consumer boutique agency, Papercity Communications, supporting agencies across disciplines – from film and animation to PR – as well as working directly with brands. Over the past 18 months, she has partnered with Praytell on strategic U. initiatives, including acquisition research and new business development. She has also been part of the Folgate Advisors collective. 

Praytell founder and CEO Andy Pray said: “Kind, brilliant, thoughtful and ambitious; Miranda is absolutely the right person to chart our growth path in the UK and beyond.

“With more than two decades of experience at the helm of some of the UK's most innovative agencies, she's got a modern, relevant toolkit. But perhaps most importantly, she's an incredible mentor, listener and leader who helps unlock great work with a team, and forges strong bonds with our amazing clients. In short, I can't wait to see how she pushes us forward in the formalization of this new role."

With four UK clients requiring dual-market support, including recent wins, Praytell has scaled its local team and capabilities. The UK team, including associate director  Mark Lewington (formerly of Tin Man and MHP), works with brands such as AllTrails, Kindred, and Native Instruments.

Mitchell said: “Having worked closely with Praytell over the past 18 months, I’ve been blown away by the tenacity, creativity, and passion of Andy Pray, global president Beth Cleveland, and the entire team. I’m thrilled to officially join this exceptional group and help shape the future of creative communications across the UK and beyond.”

Her appointment follows a series of strategic hires and promotions across Project that continue to bolster the EMEA offering.

The UK team is based in a space co-designed with sister agency GPJ, part of the wider Project network. GPJ recently announced new strategic leadership appointments, including Jonathan McCallum as EMEA MD, to further global alignment.

This follows Project’s acquisition of Paris-based agency MNSTR in 2024 to accelerate growth across London, Amsterdam, Stuttgart, and Paris. Led by Lionel Curt, MNSTR's integration supports Project’s expansion and Curt’s role as Project's EMEA managing director.

Mitchell and the Praytell UK team will work closely with McCallum and Curt on shared opportunities and European or integrated campaigns.