The boohoo group is a stellar portfolio of 13 British brands, serving 20m customers globally.
The first Head of Corporate Affairs was appointed in Q1 2020 and the team was formed at the start of 2021. They decided to manage the first year without agency support to ensure they got under the skin of the business. Having faced some challenges to its corporate reputation, the team created a strategy to rebuild trust by generating positive news and noise about the business. Allowing them to reclaim the narrative, shape standout media moments and establish a group trained company spokespeople.