The group, which employs 70,000 staff in Europe, already uses Weber Shandwick in the US and confirmed that the agency's latest appointment marks a move towards developing a consistent global corporate PR approach. GE confirmed there was no competitive pitch for the account.
Weber Shandwick reports to GE Europe media and public affairs manager Louise Binns, who took on the role in January this year.
She said: 'This is the first time we have had GE Europe as a separate company with its own CEO and the appointment of Weber Shandwick is in support of that change and our growth plans.'
Weber Shandwick president of international operations Lutz Meyer will head the account, which is being managed from Brussels and London.
Binns said: 'We will develop and implement a communications programme targeted at the business community, consumers and employees. The brief will cover these three communities, individual events and some media opportunities and partnerships.'
Binns confirmed Weber Shandwick's appointment will not affect regional agencies on GE's roster, which handle regional media relations.
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