In its Tuesday edition, the newspaper said Sascha Baillie’s name had been mooted to succeed Jean-Paul Schuler, who left office on 1 April.

The economy ministry, which oversees the body and therefore has the authority over appointments, refused to comment on the suggestion, when contacted by Delano's sister publication Paperjam.

A former ambassador, Baillie was raised in Luxembourg by British parents. She has a strong profile for the role, with experience both in Luxembourg and abroad, which touches on the different sectors covered by Luxinnovation.

Among other things, she coordinated the country’s economic development reform project and chaired the interministerial committee responsible for nation branding.

In a 2017 interview she told Delano the nation branding project was about putting “the focus on different aspects of the country and raise awareness and self-confidence in these areas. It’s about going into depth, into the substance, it’s not a question of packaging, but a question of bringing out the content.”