PR spin-off launched by communications company

Communications consultancy Counter Context has set up a spin-off PR agency targeting ambitious businesses and organisation.

“Altitude” has launched with a team including three PR specialists and will build during the year as the new agency grows.

The brand, which has a broad client base beyond Counter Context’s traditional energy, transport, and regeneration portfolio, has already secured several account wins.

Clients include retailer Mattress Online and renewable energy consultancy Arcus.

Altitude is headed by PR director Jane Whitham who joined Sheffield, Manchester and London-based Counter Context in 2020 to develop the firm’s PR services. She is joined by senior account manager Adam Reeves-Brown and PR Associate Tom Chapman.

Whitham said: “During the past year, we started to think about the relevancy of PR services on offer to businesses and organisations.

“We asked clients what really mattered, and we’ve created a new PR consultancy which reflects changing times, keeps things simple and focuses on the need for clear communication based on truth, and increasingly on data.

“We’ve also drawn on the rapid growth of our parent company, concluding that ambitious businesses need ambitious PR.”

Altitude will run as a separate entity but with operational support from Counter Context. Clients will be a mix of national companies and businesses with a strong Yorkshire presence.

Counter Context managing director, Alexis Krachai, added: “We identified a gap in the market for an insightful, smart PR consultancy in the Yorkshire region some time ago. Too often we do not shout enough about the amazing things businesses and organisations in our region are doing.

“When the pandemic hit, we put our ideas on ice as the focus shifted to internal communication and crisis planning but our plans to launch Altitude never disappeared.

“With hopefully the worst of the pandemic behind us, business confidence is growing across the region. We are launching Altitude now to provide businesses and organisations with the type of PR advice and support that can help them to achieve even more success and to drive the regional economy forward.”