WS 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 WS is in support of that change and our growth plans.'
WS 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 WS's appointment will not affect regional agencies on GE's roster, which handle regional media relations.