LONDON — The Academy has been hired by Canary Wharf Group as its retained consumer PR agency after a four-way competitive pitch.

Canary Wharf Group is the owner, manager and developer of the largest urban regeneration project in Europe: 128 acres of the once-derelict Docklands district of East London.

The Academy’s remit will include media relations, creative campaigns and influencer relations, supporting Canary Wharf across all aspects of its consumer offering as London reopens for business, including attracting more leading brands, retail, art, culture and live events. The agency will also be supporting Canary Wharf’s positioning around innovation, technology and sustainability.

Neil Broderick, The Academy’s creative director, will lead the agency’s team and will report into Canary Wharf Group’s communications manager Sarah Leaman, who said: “We needed a strategic and creative partner with energy to burn, and The Academy demonstrated all three elements. We are really excited about working with their team and doing some great work together to promote Canary Wharf as a sustainable 15-minute city, a place to work, live and play.”

Mitch Kaye, CEO and co-founder of The Academy, added: “Canary Wharf is an incredible place, and their team have the ambition to make the most of the unique place they represent. We are really looking forward to helping them write the next chapter of their story.”

The developer's consumer and lifestyle PR account was previously held by Brands2Life. The agency selection process was managed by Ingenuity, the PRCA's matchmaking partner.

Canary Wharf Group is the latest in a series of new business wins for The Academy, including Southern Comfort, Grolsch and Asahi.