Playtime PR expands network of global agencies to form The Play Group

Playtime PR – the award-winning PR agency for playful brands in the UK – has expanded its global alliance of partner agencies, rebranding this collective as The Play Group.

Teaming up with other expert agencies around the world, this new evolution of Playtime PR’s global network – which was first established in 2018 – sees even more agencies collaborating on client brands with global PR and comms needs.

The move ensures Playtime’s clients have access to expert PR solutions in even more territories, as the agency has identified and partnered with playful specialists in the USA, Germany, Italy and Spain. The Play Group’s founding members are:

Playtime PR – covering the UK and headed up by CEO, Lesley Singleton, and Director of Strategy & Creative, Ceriann Smith

PlayWise Partners – covering the USA and led by Co-Founders Sheena Stephens and Rachel Griffin

blattertPR – covering Germany and Austria, and led by twin-sister Managing Partners Sabine Blattert and Miriam Blattert

Be Now Comunicacion – covering Spain and headed by sibling Founders Begoña Gonzalez and Pablo Gonzalez

Pragmatika – covering Italy, led by President & CEO Rossella Lucangelo

Enabling each agency’s teams and clients to tap into insights from other territories to help sensitively localise strategies and deliver campaigns in a more authentic and culturally relevant way, The Play Group aims to offer a flexible solution for existing clients seeking a similar agency approach in other countries, as well as for new brands seeking a one-agency-style approach but with truly localised solutions.

Commenting on the thinking behind the launch of The Play Group, Playtime PR’s Lesley Singleton says, “Increasingly, we found that our global clients would say ‘We want Playtime, but in all our key territories please, not just the UK’ – which is a massive kudos to our UK team and work, but a bit of a challenge, even with our 100% flexible working model!

“So, we set about identifying the right agencies to build this Group with – it couldn’t be just anyone, it had to be those that shared our playfully brilliant work ethic, our values and passion, our no-nonsense results-driven style… The agencies you see here as we launch The Play Group are exactly the right fit. Some have a similar model to ours, some were born just before or during the pandemic – what they all have in common is a desire to create excellent work for their clients, always.”

Find out more about The Play Group at

About Tessa Clayton

A former Chief Sub of Red magazine, Tessa Clayton is the Digital Editor of and ToyNews. As a freelance journalist she specialised in writing about parenting and family life, and has contributed to a wide variety of publications and websites including Tesco online, Mother & Baby, Livingetc, Junior, Boots Health & Beauty, Practical Parenting and Get in touch at

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