Meghan Markle, the Duchess of Sussex, has circled back to her pre-royal roots by rehiring the New York-based public relations firm Sunshine Sachs Morgan & Lylis (SSML), the same agency that guided her career during her years starring on the USA Network drama Suits. This strategic pivot comes after a turbulent period marked by the departure of her eleventh communications staffer in five years, chief communications officer Meredith Maines, who left at the end of 2025 after less than a year on the job. A source familiar with the arrangement told The Telegraph, “SSML has been working on intermittent projects with the Duke and Duchess since 2017,” and is now collaborating with their in-house team on the lifestyle brand As Ever and U.S.-specific initiatives.

SSML’s expertise in crisis communications for A-list celebrities—handling cases like Justin Timberlake’s Super Bowl wardrobe malfunction and Ben Affleck’s divorce from Jennifer Garner—positions it well for the Sussexes’ challenges. The firm’s client roster includes Leonardo DiCaprio, Natalie Portman, Barbra Streisand, and Jennifer Lopez, as noted by Vanity Fair. Partner Keleigh Thomas Morgan, who attended Meghan and Prince Harry’s 2018 wedding, played key roles in Meghan’s actress-to-duchess transition and the couple’s post-royal pivot to Archewell. This reunion signals a full embrace of external expertise over the unstable in-house model adopted after their 2020 move to California.

Maines’ exit followed closely by Archewell executive director James Holt’s resignation in late December 2025, leaving the couple without a core PR structure heading into 2026. Maines, who joined in March 2025 overseeing external communications for Archewell Productions, the Archewell Foundation, and As Ever, stated, “After a year of inspiring work with Prince Harry and Meghan, Duke and Duchess of Sussex, and Archewell, I will be pursuing a new opportunity in 2026. I have the utmost gratitude and respect for the couple and the team, and the good they are doing in the world,” according to People.

Chronic Turnover Plagues Sussex Communications

The Sussexes’ PR woes trace back to their departure from royal duties, with 11 press officers cycling through in five years. In 2024, global press secretary Ashley Hansen left after two years to launch her consultancy. 2025 saw a flurry: U.K.-based Charlie Gipson, California-based Kyle Boulia, Emily Robinson (director of communications, out after four months in June-October), and others like Toya Holness and Christine Weil Schirmer from earlier years, as detailed by Daily Mail. The couple also parted ways with Method Communications after seven months, a firm Maines had brought in to expand from two staffers to eight across time zones for faster media responses, per PR Week.

Speculation about workplace dynamics persists, though departing staff consistently cite positive experiences. Emily Robinson, a former Netflix executive, exited quietly after her brief stint. Liam Maguire, the U.K. and Europe communications director with a military background who helped launch the Invictus Games, remains and will oversee Harry’s efforts alongside SSML, according to Daily Mail. This hybrid internal-external setup contrasts with the traditional royal model of long-serving secretaries, which the Sussexes initially emulated in Montecito before abandoning it.

The in-house experiment mirrored Kensington Palace’s structure but faltered amid rapid changes. A Sussex spokesperson confirmed Maines and Method’s departure, stating, “The Duke and Duchess are grateful for their contributions and wish them well,” as reported by People. SSML’s return revives a proven Hollywood playbook, potentially stabilizing messaging for high-stakes ventures.

Suits-Era Playbook Meets Modern Ventures

During her 2011-2017 Suits tenure as Rachel Zane, SSML managed Meghan’s rising profile, including her lifestyle blog The Tig. This era predated her 2016 romance with Harry, captured in a nostalgic photo she posted amid the viral “2026 is the New 2016” trend, fueling perceptions of a deliberate rewind, per Vanity Fair. Post-royal, SSML aided Archewell’s launch and intermittent projects, making the rehiring a natural evolution rather than a cold restart.

Now, SSML supports As Ever—launched in April 2025 with jams, candles (one evoking her wedding scent), and sold-out drops—plus Netflix deals like the holiday special With Love, Meghan and Archewell Productions. The agency works alongside U.K. staff like Maguire, focusing on U.S. efforts where Meghan’s brand emphasizes lifestyle and philanthropy. Prince William’s recent hire of crisis specialist Liza Ravenscroft for himself and the Princess of Wales underscores a broader royal trend toward fortified PR, as noted by The Mirror.

Meghan halted searches for a new in-house spokesperson post-Maines, opting for SSML’s infrastructure. This shift abandons the bespoke team that struggled with loyalty, echoing criticisms of a “scattered brand and convoluted PT strategy,” from Geo.tv. On X, users like @storiesbyjemay linked Maines’ exit to Meghan’s social media clashes, such as a Kardashian photo spat, suggesting PR friction with Hollywood power players.

Crisis Expertise for Reputational Headwinds

SSML’s crisis chops are tailor-made for the Sussexes’ narrative battles, from tabloid lawsuits to project scrutiny. Harry’s U.K. legal fights continue, while Meghan’s As Ever faces questions despite inventory expansions. The firm’s track record with divorces and scandals offers tools to reshape perceptions amid 2026’s high-visibility plans, including potential acting cameos like in Close Personal Friends, per CEO Today Magazine.

This move parallels past drops, like Sunshine Sachs in 2022 amid popularity dips, promoting internal figures like Christine Weil Schirmer before her exit, as covered by Vanity Fair. Rehiring signals confidence in SSML’s celebrity machinery to propel As Ever and Netflix outputs. X discussions, including @KaiseratCB, highlight the rehiring as a bid for momentum in a tough media environment.

As Prince Harry heads to London for legal matters—without Meghan—the SSML partnership aims to unify messaging across ventures. Whether jams sell better or Archewell regains traction, the bet is on Hollywood pros to navigate 2026’s opportunities and pitfalls, outpacing the revolving door of aides.