McLaren Expands European Communications Department with the Creation of a South Europe PR Function

McLaren Automotive, the British manufacturer of luxury, high performance sports and supercars, has announced the appointment of Federica Bruno to the European Communications team, creating a South Europe PR support function which will report into European PR Manager, Amel Boubaaya.

Federica Bruno is appointed to the role of PR Support South Europe with the responsibility of managing some of the region’s activities with a special focus on the Italian and French media. Federica has 22 years of work experience in the automotive and boating industries. At the beginning of her career she held positions as Press Officer as well as roles in Marketing and Communications. For the past 17 years, she has worked agency-side with different brands across Japan, Korea, Sweden and Italy, with extensive experience in luxury, lifestyle and automotive communications. She also brings skills in event management, press office, and sponsorships working across Europe with many different companies.

The appointment follows the introduction of the new Sports Series family and recognizes the need for McLaren Automotive to extend its reach beyond the enthusiast motoring press and into mainstream corporate and lifestyle media and influencers, as well as engaging with government and policy-makers. The Sports Series represents the most attainable McLaren to date. These hand-crafted performance cars will expose McLaren to a completely new and incremental sports car buyer, emphasizing the importance of engaging with the broadest possible spectrum of media and influencers.

Federica joins the McLaren Automotive European Communications Team on 15 September.

Commenting on the appointment, Amel Boubaaya, European PR Manager explained: ‘Federica joins at a really exciting time for McLaren in Europe. With 21 McLaren showrooms in 11 countries across Europe, the previous years have been busy implementing the brand and structuring the range in three tiers: the Ultimate Series and Super Series models. The real opportunity now is the development of Sports Series, as this segment is crucial to the future success of the company. Our capacity to bring cars into markets and raise the awareness in each European market will depend mainly on our ability to communicate efficiently for us to reach our target of up to 5,000 sports and supercars delivered every year.”