Misha Dhanak and Joe Sinclair, the pair that established the Citizen brand in the UK before resigning last year, have started a new agency with the backing of Mother. The Romans will focus on creating campaigns that are rooted in contemporary culture, encompassing PR, social media and experiential. Dhanak joined Citizen in 2012 from Shine and was previously Head of PR at Paramount Pictures. Sinclair joined in 2013 from Burson-Marsteller. While at Citizen, the pair secured numerous new clients for the firm, including Bacardi Global, Go Compare, Cancer Research UK, Gourmet Burger Kitchen, and Procter & Gamble. Dhanak and Sinclair are equal partners and majority owners of The Romans. This is the first time Mother has invested directly in a PR business although it has previously taken stakes in media strategy agency Naked, fashion group Saturday and digital agency Poke, which was recently sold to Publicis Groupe. The Romans will be based on Redchurch Street in East London and is expected to announce clients in the coming weeks.

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