New West End Company (NWEC), which represents over 600 businesses across London’s West End, has appointed newly launched consultancy Hedry to lead its public affairs strategy, provide strategic counsel, and support corporate communications as it prepares for a new five-year Business Improvement District (BID) term.
Hedry’s appointment comes at a critical time for the West End, with major campaigns underway on business rates reform, the return of tax-free shopping, high street safety, and the transformation of Oxford Street through a proposed Mayoral Development Corporation.
But NWEC’s decision is about more than policy — it’s about partnership. Hedry will work hand-in-hand with the organisation across multiple fronts, not only advising on government relations and advocacy, but also providing campaign strategy, message development, communications guidance, and high-level strategic counsel to senior leaders.
Dee Corsi, Chief Executive of New West End Company, said:
“Hedry brings a rare blend of political insight, communications experience and strategic direction. The team understands the landscape, our stakeholders, and our members’ priorities. Their advice is trusted and their approach is rooted in delivery.”
Nathan Parsad-Wyatt, Director and co-founder of Hedry, added:
“New West End Company is one of the most ambitious and impactful organisations operating in the capital today. We’re proud to be supporting them at such a pivotal time — not just delivering strategic advice, but working side-by-side with the team to shape campaigns, manage messaging, and help drive change on the issues that matter most.”
From Westminster to City Hall, and from national campaigns to street-level credibility, Hedry will support NWEC in delivering its five-year vision. This includes advancing public affairs campaigns, strengthening NWEC’s voice in media and government, and advising on complex issues including high street crime, planning reform, and public realm transformation.
As a trusted partner, Hedry will also support NWEC’s crisis response and strategic positioning — helping the organisation remain agile, confident and connected in a fast-changing political and economic landscape.
