LONDON--Siemens has called in PR counsel for a new UK brief that focuses on the engineering conglomerate’s pivotal commitment to sustainable cities.

The Holmes Report understands that Siemens has selected MSLGroup to handle the six-figure brief, following a pitch that included both large agencies and sustainability specialists.

The brief covers both consumer and corporate PR, and comes after Siemens announced the creation of a €16.5 bn business arm focusing on urban infrastructure and services.

Siemens’ sustainable urban development programme is a centerpiece of the company’s growth strategy, covering critical areas such as carbon emissions, clean water, transport and waste. The company commissions research on Megacities and the Green City Index, among numerous initiatives to build awareness of its leadership in this area.

Examples of the company’s approach include London’s upcoming Urban Sustainability Centre, and its work on Bangalore’s new airport. Specific company divisions that are involved in these infrastructure projects include energy, buildings, water, transport, airports and harbors.

MSLGroup already handles the sustainable cities assignment at Siemens German headquarters.

MSL London CEO Kelly Walsh declined to comment. Siemens representatives did not respond to request for comment as this story went live.