Sussexes Re-Enlist Hollywood PR Powerhouse Sunshine Sachs Amid Staffing Shakeups
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A strategic move to stabilize their public image and bolster upcoming ventures has led Prince Harry and Meghan Markle to reunite with Sunshine Sachs Morgan & Lylis, a leading Hollywood public relations firm. The decision comes after a period of significant personnel changes within the couple’s communications team, raising questions about the future direction of their brand.
According to reports from People magazine over the weekend, the Duke and Duchess of Sussex have brought SSML back into the fold to support Meghan’s lifestyle brand, As Ever, and their broader US-based projects. This isn’t a complete overhaul, but rather a calculated return to a trusted partner.
The timing of this announcement is particularly noteworthy given the recent departures from the Sussexes’ inner circle. The couple’s chief communications officer, Meredith Maines, exited her role after less than a year, following similar exits from global press secretary Ashley Hansen and multiple staffers based in both the UK and the US. Even Archewell executive director James Holt, a long-time advisor, stepped down months ago. “That’s a lot of turnover!” as one source observed.
This wave of departures has prompted speculation about the stability of the Sussexes’ operations and their ability to control their narrative. The re-engagement of SSML appears to be a direct response to these concerns.
A Familiar Partnership
Sunshine Sachs Morgan & Lylis is widely regarded as one of the most influential PR firms in the entertainment industry, representing a roster of A-list celebrities and high-profile projects. As one analyst noted, “SSML is basically the Avengers of celebrity publicists.” The firm’s deep ties to the Sussexes extend back to Meghan Markle’s days on the television show Suits, with a partnership established as early as 2017.
The relationship is so strong that a co-president of the firm even received an invitation to the royal wedding in 2018, demonstrating the level of trust and rapport between the two parties. Sources indicate that Meghan and Harry have maintained a close relationship with SSML even while building their own internal communications team after stepping back from royal duties and relocating to California.
Strategic Alignment and Future Plans
SSML will now work in conjunction with the Sussexes’ existing internal team, including Liam Maguire, who oversees UK and European communications, primarily for Prince Harry. This collaborative approach suggests a strategic effort to leverage both internal expertise and the external resources of a seasoned PR firm.
The move raises several key questions: Is Meghan preparing for a significant expansion of her lifestyle brand, As Ever? Is the primary goal to stabilize public perception following the recent staffing changes? Or is this simply a pragmatic decision to rely on proven professionals who can navigate the constant scrutiny and headlines that accompany the Sussexes?
Ultimately, the re-engagement of Sunshine Sachs Morgan & Lylis signals a renewed focus on strategic communications and a commitment to maintaining a strong public image as the couple continues to pursue their various ventures.
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