The recent editor-in-chief at the Daily Record and Sunday Mail newspapers has been appointed a director at one of Scotland's top PR agencies.
Bruce Waddell – also a former editor of The Scottish Sun – has been appointed to the new role of director of media at The BIG Partnership.
Says BIG, in a statement: “He begins his new role as BIG’s director of media next week and will be working across much of the firm’s 300-strong client portfolio.”
Waddell – who left publishers, Trinity Mirror, in December when it revamped its Scottish operation as Media Scotland, under new editor-in-chief, Allan Rennie – is quoted, as saying: “I've had 35 fantastic years in newspapers and am looking forward to bringing that experience to a new environment.
“Over the past eight weeks I've had some really interesting offers, both in Scotland and further afield, but The BIG Partnership is the perfect fit.
“I’ve known [founders] Alex Barr [and] Neil Gibson and several of my new colleagues for many years. They are people with strong professional reputations and their plans to continue growing what is already a major business are hugely exciting.”
Waddell began his career with the Falkirk Herald group in 1976 and joined The Sun for its Scottish launch in 1987, going on to become deputy editor in 1993 and editor in 1998. He became editor of the Daily Record in 2003 and became editor-in-chief of the Record and Sunday Mail two years ago.
It's understood Waddell's posting is to be full-time.
Founded twelve years ago, BIG is – according to trade magazine, PR Week – the UK’s largest PR consultancy outside London, with a 90-strong team and a client list which includes ScottishPower, National Australia Group, KPMG, Deloitte and The Famous Grouse.
The statement further quotes BIG director, Alex Barr, as saying: “Signings of Bruce’s calibre don’t become available very often and we’re chuffed to have landed him.
“His knowledge of the media scene on both sides of the border will provide extremely valuable insight for our clients and will lend an extra dimension to a wide variety of campaigns.
“In addition, our fast-growing digital marketing division will benefit enormously from Bruce’s expertise in developing engaging, informative content.”