WE Communications, a leading global communications agency, announced Hannah Peters is joining the company as executive vice president of Corporate Reputation and Brand Purpose. Peters will lead the continued expansion of the agency’s Corporate Reputation and Brand Purpose capabilities, which put purpose at the center of brand and reputation building for clients across a number of disciplines such as employee engagement, public affairs and executive communications.
“We are experiencing an acceleration in client demand for how we help companies act on their purpose,” said Melissa Waggener Zorkin, global CEO and founder of WE. “Whether it is taking a stand on an important issue or a new approach to sustainability, it is about thinking deeply about how your company shows up in the world. Building on our deep roots in this space, Hannah adds a powerful new dimension to our global team.”
Bringing nearly 20 years of industry experience to the role, Peters joins WE most recently from Hill + Knowlton Strategies (H+K), where she was instrumental in building, launching and leading H+K’s “Better Impact” citizenship and sustainability practice, which encompasses everything from Diversity, Equity and Inclusion (DEI) to Environmental, Social and Corporate Governance (ESG) performance and reporting. Over her career, she has worked with a range of Fortune 100 clients and nonprofits, from consumer-packaged goods leaders to various corporate foundations.
“Brands are navigating a tremendous shift in expectations and complexities when it comes to overall reputation management,” said Hannah Peters. “WE has the right combination of humanity and expertise to help brands maximize opportunity and impact while fostering loyalty and engagement with an ever-increasing number of stakeholders along the way.”
WE’s client work in corporate reputation and brand purpose spans a broad range of clients, such as Reckitt Benckiser (RB), Microsoft, Avon, Plastic Free Foundation and Cotton On Group. The agency has also recently added new client partnerships with ChildFund India and PSB Academy.
The agency has developed research and perspectives at the intersection of brand purpose including its Brands in Motion global study and insights into how C-suite leaders are thinking about brand purpose and employee engagement. WE’s Path to Purpose methodology helps clients uncover and articulate their purpose, including how leading with purpose and through thoughtful listening, commitment and bravery, brands have an opportunity to create positive change and a lasting legacy.
Peters joined WE on January 4, reporting into Dawn Beauparlant, president of North America and Chief Client Officer.