LONDON--Former BT CSR director Zoe Arden has joined MSLGroup to head a new sustainability unit that will span MSL London, Publicis Consultants and SAS London.
Arden was previously director of communications and CSR at BT Retail, where she helped develop the company’s business strategy around climate change and sustainability. She left BT in 2008 to form her own firm, Connected Comms. Before joining BT in 2006, Arden spent 20 years agency-side, including stints as UK MD of GolinHarris and The Weber Group.
Her appointment comes after MSLGroup won a six-figure sustainability brief from Siemens UK earlier this year. Siemens joins a CSR client portfolio that includes ICE, P&G and Philips.
MSL London CEO Kelly Walsh, to whom Arden will report, said that the UK launch precedes the rollout of a global CSR and sustainability practice at MSLGroup.
“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,” said Walsh. As such, she is a great person to lead this new initiative for us, as well as broaden our capability for existing clients.”