PlayStation's Carl Christopher-Ansari and agency head Paul Amourdedieu launch Midnight Burner

Amourdedieu began his career with London’s Hill & Knowlton and Freud Communications, before moving north a decade ago to work with major brands as the Yorkshire arm of Paratus Communications. In recent years Amourdedieu has held roles with both Acceleris Marketing Communications and Golley Slater North.

Midnight Burner will offer analysis of customer, industry and wider cultural trends securing behavioural insights allowing the team to develop integrated marketing communication plans that deliver direct commercial benefits to clients.

Speaking of the consultancy’s offering, Amourdedieu said: “The ability to understand and adapt to changing social behaviour is hugely important for brands. The Midnight Burner team has the skills to translate the research available (or source new material), identify the habits and trends of most relevance to the needs of the specific client and turn the results into highly effective strategies.”

Based in Dock Steet, Leeds, and Islington, London, Midnight Burner is already working with brands in the FMCG, leisure and entertainment industries, as well as the hotel and hospitality service.

Christopher-Ansari added: “We developed the proposition from our understanding of changing business requirements – nowadays, savvy brands need to utilise all available resources to get the most impact out of their marketing and PR; cost efficiencies are very high on the agenda. Our approach goes a stage further and delivers a direct commercial return from implemented strategies.”