Forklift business Yale EMH appoints Sine Qua Non

Sine Qua Non (SQN) has been appointed by Yale Europe Materials Handling to lead its PR in the EMEA region.

Chris Ritchie, SQN managing director, and director of PR and communications, Chris Hughes, will lead the account, reporting directly to Karen Waddington, Yale EMEA PR and promotions executive.

Yale, an 137 year old business, manufactures forklifts and warehouse equipment.

Ritchie said: “Yale is an important new client for Sine Qua Non. We are looking forward to supporting the vision to elevate and enhance the Yale brand within EMEA, building on the company’s successful foundations. We pride ourselves on building long-lasting relationships with all our customers, so this early phase of a new working partnership with Yale is very exciting.”

Waddington added: “We are delighted to be working with Sine Qua Non following our recent agency pitch process. SQN demonstrated a perfect understanding of the direction we want to take the Yale brand, as well as a persuasive set of PR credentials and ideas.”

Henley-based SQN began working on the account at the beginning of this month (1 July 2016), and will coordinate with Yale PR agencies in Germany and Italy.