Global Blue swaps Burson-Marsteller for Cohn & Wolfe ahead of international PR drive

Global Blue, the international firm that helps retailers offer tax refunds to tourists, has swapped Burson-Marsteller for Cohn & Wolfe as its international PR agency following a competitive pitch.

Global Blue: PR remit covers content creation, brand building and more
Global Blue: PR remit covers content creation, brand building and more

It comes ahead of the launch of a global PR programme for the group, which operates across 43 countries in 270,000 retail outlets through its Tax Free Shopping branded service and separate currency conversion tool.

Associate vice president of corporate comms Duncan Skehens told PRWeek that the Swiss company was moving many of its functions, including marketing, to the UK so it "makes sense" to work with a UK-based agency. It previously worked with Burson-Marsteller’s Swiss arm.

Burson-Marsteller was among the agencies involved in the competitive pitch for the account.

The remit covers b2b and consumer comms, plus guidance on media relations, content creation, issues management, crisis communications, internal communications and brand building. Skehens said the aim was for the UK to act as a central hub to create "really smart, really compelling content we can use across the world".

Global Blue facilitates tax refunds for customers at high street and luxury retail outlets on purchases made abroad. Also its Dynamic Currency Conversion service lets travellers pay in their home currency when spending in other countries.

Skehens said: "Cohn & Wolfe clearly understand our business objectives and impressed us with their creative ideas to bring our data and insights around international shoppers to life. We’re confident this partnership will help Global Blue better engage with merchants and consumers across the world and highlight the many benefits that Tax Free Shopping brings. "

Helen Searle, MD for corporate affairs at Cohn & Wolfe, said: "With international traveller numbers and spend on the rapid increase, this is such an exciting time to join Global Blue’s journey. We look forward to helping the business bring its story to life, sharing its expertise and insights on the trends impacting the global retail economy and international shopper habits."

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