Starbucks drops GSC to reassess PR for Euro growth

Starbucks Coffee Company is planning a complete reassessment of its PR needs in the new year as the firm prepares for European expansion.

Starbucks Coffee Company is planning a complete reassessment of its PR needs in the new year as the firm prepares for European expansion.

The leading chain of coffee bars announced this week that it is to end its four-year relationship with Gabrielle Shaw Communications (GSC).

Starbucks marketing director Helen Benedict was unavailable for comment, but it is understood the decision comes as a result of the company's plans to drive further into Europe.

Benedict is also understood to be taking on an expanded European role early next year, becoming vice-president of marketing for Europe.

Starbucks is expected to replace Benedict in her UK role next February.

Gabrielle Shaw, GSC managing director, said the decision was entirely amicable.

'(Starbucks) has been a fascinating concept to work with and we have been delighted to launch it in the UK and continue to create interest in the brand.

'As Starbucks moves into Europe, it is inevitable that their needs will change and they will require a more international resource,' she said.

GSC, whose clients include Smiths of Smithfields and BearBox, will handle the account until the end of the year.



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