The Ministry of Sound, the UK’s leading nightclub brand, has ended
its year-long relationship with Freud Communications and taken its
public relations in-house.
Briony Richardson, who formerly ran the Ministry account for the agency,
has been poached to be the superclub’s PR and sponsorship manager.
Ministry appointed Freud at the end of last year with a brief to
distance the club from the shoddy reputation of many nightclubs and
raise its profile among serious opinion formers. It also ran ads urging
people to use their vote.
As a result, the Ministry’s chairman, former merchant-banker James
Palumbo, has been interviewed by newspapers such as the Financial Times
and Sunday Times.
Ministry of Sound managing director Mark Rodol said that Freud has
satisfied its corporate brief and the club may work with the agency in
the future on a project basis.
Richardson said that the long-term plan was to build on the club’s
reputation as a serious company but that there would be more focus on PR
and sponsorship at an international level.