Capitalize and Tea & Cake PR form ALTER

Following last July’s acquisiton of PR and social specialist agency Tea & Cake PR with creative comms firm Capitalize, the agencies have rebranded as one business called ALTER.

ALTER will provide clients with design and comms services that the firm says will “alter brand perception and product performance”.

Lucy Finnegan, former MD of Tea & Cake PR, is now a board director at ALTER, working alongside CEO Richard Moore and creative director Peter Kellet, who leads the agency’s creative studio.

The 40-strong combined team is based in ALTER’s London Bridge-based office.

Clients include Beats By Dre, ALCATEL ONETOUCH, PUMA, Bacardi, JD Sports Group, Berry Bros & Rudd, Lord’s Taverners, Havaianas and Merrell.

Moore said: “ALTER is the result of two successful teams coming together with the belief that design and communications craftsmanship can improve brand perception and product performance.

“Planning for the details of exceptional brand experiences, through intimate insight, is the source of great fame. It has always been the little details that have gained the most valuable brand prestige and this has never been truer than at a time when so many product categories are offering homogenous features.”

There is a new agency website and social channels to boost the rebrand.