Former BT Retail comms boss Zoë Arden joins MSLGroup to head CSR arm

Zoë Arden has joined MSLGroup in London as director of sustainability to head up a new sustainability business.

Zoë Arden: joins MSLGroup
Zoë Arden: joins MSLGroup
Arden was formerly director of comms and CSR at BT Retail. She left BT Retail in 2008 to set-up her own specialist CSR consultancy Connected Comms.

She will work across MSLGroup companies MSL London, Publicis Consultants and SAS London, reporting into MSL CEO, Kelly Walsh.

Walsh said: ‘We already have an established track record in sustainability with our work for clients including ICE, P&G and Philips and Zoe’s passion for the area matches our own. We are poised to formalise our capability in CSR and sustainability with a new global practice shortly.’

Arden’s clients at Connected Comms included WSP Group, Business in the Community and the Prince’s Countryside Fund.

While at BT Retail, Arden spearheaded the introduction of more energy efficient home phones and led the campaign to encourage customers to adopt paper-free billing.

Walsh added: ‘Zoë is a seasoned professional with a strong industry reputation as both an in-house and agency operator; who brings a broad network of directors of sustainability and comms; and strong links to Cambridge University’s Programme for Sustainability Leadership. As such, she is a great person to lead this new initiative for us, as well as broaden our capability for existing clients.’

Arden said MSLGroup had ‘a fantastic client base, depth of expertise and intellectual capability’ and gives her the opportunity to ‘to take my sustainability comms expertise to a broader range of clients’.

Prior to BT, she was UK MD of GolinHarris and The Weber Group and vice president of San Francisco based Access Communications.

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