Eastern poaches Shell’s Joseph to boost brand

Energy company Eastern Group has appointed its first brand head. The move comes as the firm seeks to strengthen its brand within its new US parent company, TXU.

Energy company Eastern Group has appointed its first brand head.

The move comes as the firm seeks to strengthen its brand within its new

US parent company, TXU.



Lorene Joseph joins the firm from Shell, where she was European brand

manager for five years.



In her new post, she reports to Eastern Group corporate communications

head Joy King. Joseph may have a brief to recruit a brand team in due

course, but for the meantime she will work closely within King’s

team.



This includes media relations head Dave Betteridge, public affairs head

Rachael Reid and internal communications head Pete Maginnis.



Joseph said: ’TXU is very much looking to create a global brand while

maintaining the European culture and customer franchise that Eastern

Group has gained.’



Before working at Shell, Joseph was a management consultant specialising

in the retail sector for eight years at management consultancy Baker

Tilly.



The company has yet to announce with which brand name it will market

itself globally and across Europe. Eastern Group was taken over by TXU

11 months ago. It counts 2.9 million gas and electricity customers,

concentrated in the east of England.



The company last month appointed Grandfield to handle its corporate and

financial media relations and European Strategy to work on its European

public affairs (PR Week, 24 September).



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