The FTSE 100 company, formerly Group 4 Securicor, is now the world's second largest private employer. But the firm feels it needs to better communicate its evolution from its traditional security roots.
'The variety of work we actually do is nothing like the cliched image of the security industry,' said Debbie McGrath, group comms director at G4S. 'We are taking a look at our strategic comms to help us tell that story externally.'
The activities the group undertakes in 120 countries encompass services as varied as clearing minefields across the globe, supporting troops in Afghanistan, protecting nuclear weapons and power facilities in the US and running the cash cycle for the global banking industry.
Bell Pottinger, led by chairman Kevin Murray, will help the firm strategically position its comms to target potential customer audiences, prepare case studies and develop a digital strategy.
Citigate Dewe Rogerson remains G4S’ retained financial and corporate public relations firm, an account the agency has held since 2002.