In a significant leadership transition, Empica, a prominent PR agency based in the South West, has announced the appointment of Natalie Birrell as its new Managing Director. Birrell, who joined the company in 2019 as Client Services Director, brings over two decades of expertise in PR and marketing communications to her new role. This appointment marks a pivotal moment for Empica, as Martin Powell, the agency’s founder and a stalwart in the industry for over 35 years, transitions to the role of Executive Chairman.

Birrell’s ascension to the helm comes after a commendable tenure where she has significantly contributed to the agency’s success, leveraging her extensive experience and deep understanding of the PR landscape. “I am immensely privileged to lead such a talented team of professionals, including former journalists, PR experts, and content creators, as we embark on the next chapter of Empica’s journey,” Birrell stated. She aims to build upon the agency’s illustrious legacy, further enhancing its PR, communications, and content creation services to meet and exceed the evolving needs of its diverse clientele.

Under Powell’s leadership, Empica has been instrumental in numerous major developments, community projects, and business initiatives across Bristol and the South West. Birrell is committed to continuing this tradition of excellence, focusing on strategic growth and client-centric service expansion. “Martin has established a remarkable enterprise, characterised by enduring client relationships and a dedicated, loyal team. I am eager to contribute to our collective success and drive the agency’s growth forward,” she added.

Birrell’s career began in journalism, eventually transitioning to PR and marketing communications, where she has held various roles, including agency leadership and in-house positions at a major law firm, before forging a successful freelance career. Powell commended Birrell’s dynamism and passion, expressing confidence in her ability to propel Empica towards a prosperous future and expand its reach across the region.

Empica, founded in 1989 in Bristol, has distinguished itself as a provider of comprehensive PR, communications, and content creation services to a broad spectrum of clients, both locally and internationally. The agency boasts a diverse team of professionals, including an in-house videographer and a PR manager in London, serving sectors ranging from real estate and professional services to tourism, health care, education, and beyond. Powell will continue to spearhead Empica’s engagements with high-profile clients, including Louise Brown, the world’s first IVF baby, and lead the agency’s media training and crisis management services.

This leadership transition heralds a new era for Empica, underscoring its commitment to innovation, excellence, and strategic growth in the ever-evolving PR and communications industry.