Rud Pedersen

Sweden + 20 offices across Europe

European public affairs heavyweight Rud Pedersen was founded in Gothenburg, Sweden in 2002 by Morten Rud Pedersen and established market leadership positions in the four main Nordic markets before setting its sights on a broader continental footprint in 2018, starting a program of expansion through setting up owned offices and majority stakes in local public affairs firms. Over the last two years, the firm expanded further, with new operations in Prague, Kyiv, Madrid and more, and today has a network of 20 offices across 19 countries. 

Rud Pedersen’s stated aim is to be the biggest public affairs firm in Europe, with ambition to cover every capital on the continent, and it has its sights set on further acquisitions and organic growth across the region. The firm has also expanded into strategic communications beyond public affairs, including political risk assessment, event planning, and crisis and issues management. The agency achieved 8% year-over-year growth in 2024. This growth was driven by a strategic expansion that includes new offices in Italy and Czechia, as well as acquisitions in the Netherlands, Croatia, and Spain. The agency has successfully consolidated its client base across various sectors, including healthcare, defense, and energy, with significant clients such as Bayer, IKEA, and GM. This expansion has positioned it as a leader in public affairs, enabling it to service 90% of its top clients across multiple offices.

The agency's commitment to thought leadership and innovative practices is evident in its strategic approach to client engagement. Rud Pedersen Group has excelled in cross-border collaboration, providing comprehensive advocacy and stakeholder engagement services that address complex regulatory challenges. Noteworthy campaigns include its work with VEON, where it built political reputation and facilitated key partnerships, and its efforts for GSK, which combined traditional PR with digital advocacy to drive healthcare policy awareness. These initiatives highlight the agency's ability to blend strategic insights with impactful communications.

At the heart of Rud Pedersen Group's success is its strong organizational culture. With over 100 employee shareholders, it fosters a sense of ownership and accountability among its team. Recent hires, including experienced leaders in various European capitals, have enhanced its capabilities and broadened its expertise. The agency prioritizes gender balance, with an impressive 52% of its workforce being female, and maintains a high employee retention rate of 80%. This culture of inclusivity and continuous development not only attracts top talent but also drives collaborative efforts that benefit clients. — DM