United Partners

Bulgaria + network across Europe

United Partners started out in 1997 as a pioneer of PR in the Bulgarian market and remains one of the most innovative firms in the region. Now in its 29th year, the firm has transformed from a local Sofia agency to a network that covers every country in Europe. Established with a focus on corporate and brand communications, digital strategies, and public affairs, United Partners' model emphasizes independence and entrepreneurship, with owner-led agencies in over 65 markets.

Last year, United Partners grew by 12%, with a diverse portfolio of clients, including VMware and WWF. The agency also secured significant new contracts, managing corporate and brand communications for Kyndryl across 50+ markets and executing powerful employer branding strategies for Paysafe. This growth reflects its ability to deliver high-impact PR strategies that resonate globally while remaining locally relevant.

United Partners has made good progress in integrating AI and digital tools into its communications strategies, launching initiatives that leverage AI-driven insights for smarter decision-making, enhancing its digital and influencer marketing capabilities through platforms like BuzzStore. Notable campaigns include the Kyndryl Global Virtual Media Event, which engaged over 100 journalists and generated more than 500 earned media stories. Additionally, its work on the EU Cohesion Story Quest creatively highlighted impactful EU-funded projects, demonstrating its capacity for engaging storytelling that drives audience awareness.

Founder and CEO Maria Bengtsson has forged a culture at United Partners that is rooted in diversity and inclusivity, with 70% of its team being female and 90% of management positions held by women. —CD