C&W wins ‘ethical’ Starbucks brief

Starbucks has appointed Cohn & Wolfe to its UK PR account with a brief to shake off its image as a corporate villain and be seen as a responsible company.

The remit includes publicising its ethical sourcing policies and positioning it as a coffee expert (PRWeek, 14 January). Although Starbucks has been criticised for not sourcing 100 per cent fair-trade products, its sourcing policies are more ethical than many of its competitors, claimed C&W MD of corporate affairs Stephen Doherty, who leads the account.

C&W will also promote the firm’s community programmes, including its annual National Literacy Trust Campaign, which collects books for children at Christmas.

C&W beat Porter Novelli, Fishburn Hedges and Jackie Cooper PR to the account, on fees of around £250,000.

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