Former Burger King EMEA comms head joins C&W

Cohn & Wolfe has appointed Helena Roberts, former EMEA comms head of one-time client Burger King, as a director on its consumer marketing team.

LONDON: Cohn & Wolfe has appointed Helena Roberts, former EMEA comms head of one-time client Burger King, as a director on its consumer marketing team.

At Burger King, Roberts was responsible for brand, corporate, public affairs, internal, and crisis communications across 36 EMEA markets. She started as comms manager, rising to acting communications director.  

She will report to Rebecca Grant, MD of Cohn & Wolfe's consumer marketing group in the UK and EMEA. Before Burger King, Roberts held agency posts including associate director at Cow PR and account manager at The Red Consultancy.  

“With her Burger King experience, she also has a rare understanding of the impact PR can play within an integrated marketing environment inside a complex business environment,” Grant said.

Roberts also spearheaded CSR efforts in North West Europe and was responsible for ensuring that the fast-food giant rolled out calorie labeling in its restaurants.

Last month, Burger King appointed Weber Shandwick to handle its UK and Ireland consumer PR after Cohn & Wolfe declined to re-pitch for the business in the wake of personnel changes at the chain, including Roberts' departure.

C&W had held the public affairs account since early 2012, and it was later awarded the consumer and social briefs.

“I had first-hand experience of Cohn & Wolfe at Burger King and, having initially appointed it to take on a combined corporate and public affairs role, was one of the decision-makers responsible for extending its remit to cover consumer marketing and social,” Roberts said. “My hope is that I can bring something new to the team.”

This story originally appeared on the website of PRWeek UK.

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