A former managing director of the Birmingham Post & Mail has launched his own PR and communications agency.
Mark Hollinshead, who was also a board director during his time with the newspapers' publisher Trinity Mirror, has founded Hollicom.
It has a start-up team of eight PR and communications professionals and will offer a portfolio of media services including PR, communication planning, media consultancy, crisis management, media training and regional marketing planning.
In addition, Hollicom will operate an associate network model, working with a select panel of communications specialists in their respective fields.
Mr Hollinshead said: "Our job is to enhance and protect the reputations of our clients and help deliver their business objectives, both strategic and financial.
"We will achieve this by immersing ourselves in the strategy of our clients and then by telling their stories in a compelling and impactful way.
"Hollicom's network of influencers and contacts, across all media channels, is unrivalled in the public relations industry and that experience and knowledge will make a key difference for clients both existing and new."
Mr Hollinshead, who was also previously managing director of Daily Record and Sunday Mail publisher Media Scotland, is joined by Erikka Askeland, who takes up the role of strategic communications director.
She is an award-winning journalist with nearly 20 years' experience in business and corporate journalism in the UK and was previously the business editor of the Press and Journal and deputy editor of Insider Magazine.
Other members of the Hollicom founding team include Gaynor Simpson, who brings over 20 years of experience within the public relations industry to the role of account director, and Rachel Lindsay, who previously worked with Launch PR in London, Comic Relief and Talkback Thames.
She joins as client services manager.
Hollicom co-founder and chief financial officer is Steven Simpson who is an ex-partner of financial services firm PwC.
Hollicom will serve clients in the Midlands, North East North West and Scotland.