Lloyd joins as director of communications and awareness, filling a post left vacant by Ray Georgeson, who has been promoted to the new post of director of policy.
Lloyd said: ‘The challenge is not only to raise awareness of the need for recycling but to persuade people to act for the benefit of the whole community. As such, we will need a very wide-ranging communications strategy working in concert with our partners.’
Julie Harris also joins, as head of communications and PR. She replaces Elizabeth Ribbons, who left to become deputy editor of The Guardian Weekly last April.
Harris joins WRAP with 12 years of work at icas PR under her belt.
WRAP chief executive Jennie Price said: ‘Raising public awareness about waste and recycling is essential if we are to secure increased participation and hit recycling targets. We need to harness public enthusiasm for the principle of recycling and convert it into action.’
WRAP has also signed contracts with seven PR and marketing partners, which will be working for the organisation over the next two years on a national public awareness campaign. They are Beacon Print, BCLO, The Chamberlain Partnership, Corporate Culture, Proteus Public Relations, Ptarmigam Consultants, and Seacourt.
Future WRAP campaigns will go beyond targeting business to target the public.
Lloyd’s former position at Transco is being filled on an interim basis by the firm’s director of corporate affairs, Ruth Thompson.