New communications agency targets '˜sharing economy'

Two Edinburgh-based entrepreneurs have launched what they say is the UK's first communications agency dedicated to the new 'sharing' economy epitomised by the likes of property rentals firm Airbnb and taxi app Uber.

Rude Communications founders Elle Tucker, left, and Eve Laird. Picture: Contributed

Rude Communications is the brainchild of Eve Laird, a PR and advertising professional who trained as a biomedical scientist, and former journalist Elle Tucker.

Laird said the duo launched the agency with a focus on firms working in, or planning to break into, the “new economy” of sharing and collaboration – a market estimated to be worth £7.4 billion in the UK.

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“Each organisation will need to engage with its unique ‘crowd’ of stakeholders – their customers, influencers, partners, supply chains and investors – in new ways,” she said.

“Because building relationships is what will gain the trust and loyalty of the very people who will help to future proof their business.”

Tucker added: “The rise of this new economy is a significant cultural and economic shift, and one that businesses who are looking to the future are embracing. We are inspired by imagination and innovative enterprise, rooted in sustainability.”

Rude has already been signed up as a member of the “global innovator network” of The People Who Share, a social enterprise that aims to help people and companies tap into the sharing economy.