Lucre Group appointed by not-for-profit landlord

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by Charlie Spargo

The Lucre Group has added to its portfolio of property clients HYELM, a not-for-profit landlord hoping to address the shortage of affordable housing for young people working in the city.

The London office of Lucre will handle the landlord's PR and communications efforts, following a recent rebrand of HYELM by B1 Creative. The agency has been handed an internal and external communications brief to highlight the charity's unique housing offering for those starting out in London, many of whom are key workers.

It will work in conjunction with B1 Creative to achieve this.

Lucre's experience in the Home & Lifestyle sector is already extensive - with clients including Berkeley Homes and Mira Showers.

Simon Wright, Director of Operations at HYELM, said: “From the outset it was clear that the Lucre team understood the challenges we face and we were impressed with their approach which demonstrated both creativity and smart thinking. Lucre will play a vital role, alongside the team at B1 Creative, in ensuring that we communicate clearly and effectively with our stakeholders including residents and media, as well as implementing the best strategies for future growth”.

Rhona Templer, Managing Director of The Lucre Group, added: “We’re thrilled to have been chosen as the trusted PR partner for this impressive organisation. It’s essential that HYELM’s mission, to provide affordable housing for young Londoners, is successful and we’re looking forward to working with B1 Creative to help HYELM work even more effectively with all stakeholders and build the brand’s awareness.”

Sally Bell, Director of B1 Creative, said: “We are delighted to continue our work with [HYELM], and look forward to working with Lucre to raise awareness of the great work they do. This new partnership will allow HYELM to reach more people and help house the future of London for generations to come.”