LMPR Founder, Liz Matthews and Managing Director, Jordan Mitchell have relaunched the agency as Good Culture, with purpose and responsibility at its core. Liz and Jordan will work side by side as Co-founders and Chief Culture Officers for Good Culture. Good Culture will work with talent, business founders and brands to build and execute thoughtful, culturally relevant strategies, helping tell stories using a wide range of platforms and media.

"Our mission is to drive ROI for our clients by delivering culturally impactful programmes that are talked about, shared and deliver high levels of engagement. Whether the ambition is a change in perception, customer acquisition, launching a new property or developing a partnership, we have a unique combination of experience, expertise, capabilities and network."

Liz Matthews, comments: "It’s now time for a new chapter, to better represent the breadth of services we offer, which far exceed traditional PR. I could not be more excited to introduce you to Good Culture. There has been more change in the world of media in the last 5 years than in the previous 50. I've seen the industry I love fragment and reassemble in incredible ways. Especially in the last year. The opportunities we have today to make a positive impact on culture, to show up and make a meaningful contribution, to be a force for good, are limitless. If it isn't going to make a difference, why make it? We are so lucky to have an incredible growing network of incredible people around us, supporting us, and lifting us up. An expanding world of artists, creators, writers and talent who make culture richer, more interesting, and vital. And that is what Good Culture is: good people collaborating on meaningful work. We are on a mission to bring talent and brands closer together. Good ideas, good opportunities, good times ahead. We have super exciting and important work we can’t wait to share with you over the next few months.

Jordan Mitchell, comments: "We have made a conscious and ongoing commitment to ensure our work strives to create a more inclusive, representative and equitable culture for all - and creates opportunities for our brand partners to use the power of their platforms to contribute. We celebrate and champion altruism, community, and the people and brands who share the same vision, creating compelling authentic campaigns, partnerships and activations that have a positive impact."

Good Culture will offer global communications, personal profiling, brand partnerships, and influencer marketing, plus much more.