James O’Keefe, one of Britain’s top lobbyists, is to launch a public affairs consultancy with backing from former News of the World editor Phil Hall, Public Affairs News can reveal.

The duo’s novel partnership will be consummated in the next few weeks when O’Keefe – who resigned as MD of Good Relations Political 10 days ago – launches his agency, which will be called Tetra Strategy.
Tetra will have a ‘strategic alliance’ with Hall’s 14-strong PR firm Phil Hall Associates, which will remain independent.

O’Keefe said: “With Gordon Brown now in Downing Street and Andy Coulson, a former red-top editor, running comms for the Tories, our partnership brings together powerful networks that will enable us to offer insight into people that matter, how they think and how they operate.”

The pair have hatched their plans over the past three months, having been introduced by City veteran Howard Mann – a former client of O’Keefe’s.

Mann will be non-exec chairman of Tetra, which is likely to be based in the same offices as Hall’s team. The two plan to share ‘back-office’ resources.

O’Keefe said: “This will be a genuine working partnership, as opposed to just sharing occasional new-business leads.”

Hall boasts a colourful client list including Stanley Casinos, West Ham United, Hello! magazine and Heather Mills McCartney.

Although he is a primarily a media animal, as opposed to a lobbyist, he is hardly lacking political savvy – when he was editor of the NoTW, he often received calls asking him to Number 10 for a chat with the PM. Under his watch the tabloid also helped to topple various cabinet ministers.

O’Keefe began his career as a researcher for David Blunkett in 1992. He joined Good Relations-owner Chime a decade ago after three years with Connect PA.