LONDON: PayPal has appointed Nokia's Lee Brooke as its first EMEA communications head. It also added Grayling to its global roster.
Based in Luxembourg, Brooke is reporting to Christina Smedley, global VP of communications at the eBay-owned payment brand, with a dotted line to regional president Rupert Keeley. Smedley joined PayPal last October after serving as global consumer chair at Edelman.
Brooke was previously global communications director for smart devices at Nokia, a role he took three years ago following a stint as MD at Harvard PR.
Brooke confirmed that PayPal had added Grayling to its global roster. The move follows the appointment of MSLGroup to handle the brand's North American region in March after a review involving nearly two-dozen agencies. He stressed that Grayling is not PayPal's EMEA retained agency, but that the shop will carry out future regional or country-specific communications when required.
It is understood that Grayling will be in line for work worth up to £3 million, or about $4.7 million.
Edelman's role as PayPal's retained agency in the UK is unaffected by the appointment.
Brooke said his new role will be focused on “understanding the variety and appreciating the brand's different stages of maturing across each of the markets” in the EMEA region. He said PayPal has grown globally by 30% year-over-year, but the brand has a varying presence across different jurisdictions.
Brooke explained that the UK and Germany are ahead of other markets, offering a full range of PayPal products and services. However, the brand is not fully established in other countries such as those in Eastern Europe.
This story originally appeared on the website of PRWeek UK, the sister publication of PRWeek at Haymarket Media.