Grayling

Bulgaria, Croatia, Czechia, Hungary, Poland, Romania, Serbia, Slovakia, Slovenia, Ukraine

Grayling and its parent company Accordience have had a tumultuous time of it in recent years, with changes in infrastructure and ownership impacting the momentum that had seemed to be building. It’s important to note, however, that the firm’s Central and Eastern European operations have maintained their regional leadership status throughout all the changes at the parent company. Originally formed as Mmd, the corporate, financial and public affairs specialist that Grayling acquired in 2006, the operation continues to focus on those high-value services, delivering a deep understanding of the political, financial and media ecosystem across multiple markets.
 
Grayling’s 140 team members in the region serve 10 countries—Bulgaria, Croatia, Czechia, Hungary, Poland, Romania, Serbia, Slovakia, Slovenia, and Ukraine (the Russian office was closed after the invasion)—that includes both EU and non-EU members, speaks 10 different languages and uses two alphabets. All of that makes the agency’s “one team” approach essential. Culture-building efforts range from a Sustainability Champions initiative that inspires employees in CEE to adopt greener habits to a commitment to both physical and mental well-being.

The firm offers expertise in corporate communications, public affairs, brand, and digital and social, all underpinned by the CEE, which launched in 2024 and builds on an approach that has borne fruit in the UK and internationally. The creative-strategic hub is designed to, foster innovation and enhance knowledge-sharing across the region. Other thought leadership initiatives included Grayling’s CEE Outlook report, an analysis of the EU elections, and a special report on US-CEE relations and the potential impacts of the year’s elections.

As a result, Grayling’s Eastern European business grew by 23% in 2024, with new business from Saxo, Tribe, Motorola, OVHcloud, Bain & Company, Marriott, Neuroth, Allegro, Arrise, and HP. They join a roster of existing clients that includes Primark, Google, Tetra Pak, Lego, BMW, Ikea, Diageo, Visa, Netflix, and L’Oreal. Highlights included Grayling’s work supporting the “She’s Next” campaign, celebrating women’s entrepreneurship and raising brand awareness for Visa in Poland, Slovakia, and Hungary; delivering influencer marketing programs for Primark; and working with packaging giant Tetra Pak on advocacy efforts in Poland and Croatia.—PH