Penguin Children’s publicity director Adele Minchin is to leave Penguin after 14 years to join PR agency Riot Communications as associate director.
At Penguin, Minchin devised PR campaigns for the likes of Eoin Colfer, Meg Rosoff, Emma Thompson and Madonna, as well as helping mastermind digital campaigns including Puffin Virtually Live and peer-to-peer teen website Spinebreakers. Minchin also worked on successful campaigns such as Diary of a Wimpy Kid, Peter Rabbit, Percy Jackson and Roald Dahl.
Preena Gadher, m.d. of Riot Communications, said: “Adele is well-known among her peers for creating and delivering work that is intelligent, cutting-edge, and of the absolute highest quality. We have admired Adele’s approach and creativity for many years, and have always thought her way of thinking is very ‘Riot’. I am delighted Adele will be joining our growing agency in this senior role, bringing with her a wealth of experience leading a hugely successful team, superb brand and talent management expertise that goes beyond publishing, and an entrepreneurial vision to help steer the Riot ship.”
Minchin herself said she had “spent 14 privileged years at the world’s most iconic publishing house” and had “loved every second there working with the absolute best in the business”. She added: “The opportunity to put all of my passions, values and expertise into a growing, nimble business with a mission to become the UK’s leading arts PR agency is however irresistible and very exciting.”
Graham Sim, Penguin Random House brand director, said: “We’d like to wish Adele all the very best in her new role. She has been a valued member of the Penguin Children’s team and we thank her for her huge contribution. We’ll be announcing our plans around her replacement soon.”
Minchin’s last day at Penguin will be on 19th December. She will join Riot Communications on 6th January 2015.