Sine Qua Non (SQN) has been appointed by Yale Europe Materials Handling to act as the company’s lead PR agency for the EMEA region.

Henley-based SQN won the account following a competitive multi-agency pitch and started working on the account effective 1 July 2016.

SQN Directors Chris Ritchie and Chris Hughes lead the account, reporting directly to Yale EMEA PR & Promotions Executive Karen Waddington. SQN will be overseeing press activities and cascading articles across EMEA, coordinating with Yale PR agencies in Germany and Italy.

Chris Ritchie: “Yale is an important new client for Sine Qua Non. We are looking forward to supporting the vision to elevate and enhance the Yale brand within EMEA, building on the company’s successful foundations. We pride ourselves on building long-lasting relationships with all our customers, so this early phase of a new working partnership with Yale is very exciting.”

Karen Waddington: “We are delighted to be working with Sine Qua Non following our recent agency pitch process. SQN demonstrated a perfect understanding of the direction we want to take the Yale brand, as well as a persuasive set of PR credentials and ideas.”