Freuds appointed to work with Thomas Cook on 175th anniversary brief

Further comms changes have been announced at Thomas Cook, with the holiday company bringing in Freud Communications on a campaign to mark its 175th anniversary this year.

The news follows the announcement last week that the company would take on its first head of public affairs in July.

It continues comms chief Alice Macandrew's drive to reinvigorate the firm's PR function. Macandrew arrived in the job in November, at the end of a year of bad headlines over the way the firm handled the death of two children in Corfu a decade before.

The brief "will see Freuds develop a creative strategy that will harness the company’s unparalled heritage and expertise in the travel industry", the agency said in a press statement. The work begins this week and is led by senior account director Hannah Smith.

Thomas Cook was founded in 1841, has branches throughout the UK and Ireland and takes 23 million Britons on holiday annually.

Andrew McGuinness, CEO at Freuds, said: "Thomas Cook is a great example of a company translating its heritage and experience to be forward-looking and relevant for today’s holidaymakers. We look forward to working with Alice and her team on communicating their expertise and passion with customers and employees alike."

Freuds recently acquired US tech-focused agency Brew Media Relations, which is due to open a London office shortly, and also made an investment in Proud Robinson, a marketing, events and content company, last year.

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