Carat has appointed Charlie Almond as head of sponsorship PR and Nikki Ledger as associate director to bolster its sponsorship team.

Amond, who joins from Hill+Knowlton Strategies, will work to amplify partnerships across Carat’s sponsorship and experiential arm, working with clients including General Motors, British Gas and Santander. Carat hopes to strengthen its sponsorship proposition by providing PR services, including consultancy, content creation, issues and crisis management and media relations.

Almond said: “With PR playing such an integral part to the success of sponsorship campaigns, particularly through the creation of digital content, we want to move PR up the food chain in the planning process so it's no longer an afterthought and clients are presented with a joined-up plan at the outset.”