Ethical heavyweight Bill Eyres joins as head of corporate responsibility, environment and sustainability after seven years of working closely with the late Anita Roddick on CSR initiatives. He reports to O2 comms director Glenn Manoff.
Manoff, who was named PR professional of the year at the 2007 PRWeek Awards, said: 'We want to have a joined-up approach to sustainability and corporate responsibility that cuts across stakeholders, employees and customers. CSR has always been important. It continues to become more important.'
It is believed that Eyres' experience of working on high-profile ethical campaigns will be key to the company which, like all mobile phone operators, is beset by CSR issues.
These include the Waste Electrical and Electronic Equipment (WEEE) directive, which states that operators must ensure all mobile phones are recycled.
The news follows rival Orange's recent announcement that it would be creating a new CSR business stream under the management of comms director Stuart Jackson (PRWeek, 20 June).
Eyres boasts impeccable CSR credentials. At The Body Shop he was responsible for internal corporate and values communications, as well as co-ordinating issues management on environmental initiatives such as the introduction of sustainable palm oil.
Before The Body Shop, Eyres was a senior corporate affairs manager at the Co-operative Bank, heading a team responsible for ethical policy.
He is also a trustee for Jamie Oliver's Fifteen Foundation.