The Weber Shandwick Collective

UK, Germany, Belgium, Switzerland, Spain, France, Netherlands

The European operation of The Weber Shandwick Collective – which includes Weber Shandwick, digital business Flipside, creative specialist That Lot and management consultancy United Minds – has been transformed over the past three years under the leadership of energetic EMEA CEO Michael Frohlich. From a disparate network of agencies that didn’t always feel part of the same firm, Weber Shandwick is now a true European powerhouse, with a far greater sense of cohesion, connection and collaboration across the UK and continental Europe, delivering bold creative and strategic work for some of the world’s biggest brands.

The agency has evolved into a unified and dynamic network, with its mantra of ‘Fewer, Bigger, Better’ delivering double-digit margins last year and 120 new clients worth £12m. In 2024, Weber Shandwick had 100% retention across its top 20 clients, while expanding relationships across 88 multi-market clients. Its client roster in Europe now includes Pfizer, IBM, Sanofi, Abbott, Deutsche Telekom, Novartis, Purina and Iberdrola, with new business last year from Turkish Airlines, Lily's Kitchen and Incyte.

Much of Weber Shandwick’s global AI innovation is pioneered in Europe, including an advanced, secure AI sandbox that is now embedded across the global network. AI is infused throughout the business, from creative and change management to corporate strategy, risk mitigation and crisis response. The agency also introduced Reputation Intelligence, a data-driven approach combining AI and behavioural science to anticipate reputational threats and shape strategic responses. It has run 36 predictive intelligence and AI workshops, developed an AI Brand Impact Report examining trust in AI across sectors, and launched AI GoLabs—immersive training sessions that build business leaders’ confidence in AI-powered decision-making.

The introduction of proprietary intelligence tools – including Trends Mapping, Culture Compass, Influencer Footprint and Cultural Insiders – is helping brands engage with European culture in more meaningful ways, while another stand-out initiative was the expansion of the pioneering TWSC Women’s Health offer to cover health equity.

TWSC’s Stockholm, Paris and Germany teams drove creative excellence last year: the agency’s work for Knorr exemplifies this approach: insights into ‘supertasters’ led to new product development, bringing Knorr into cultural conversations and increasing purchase intent sevenfold.

Weber Shandwick has also excelled in thought leadership, spearheading ‘The Primacy of Personal’ global study to redefine brand purpose, and hosting high-profile AI and climate influence events at Davos and COP29. The agency’s focus on innovation extends to its corporate and public affairs work, using AI-powered intelligence tools to enhance crisis management, and applying creativity to influence legislative change.

The agency’s investment in talent and culture has further strengthened its position, with key hires including Barnaby Fry as head of issues and crisis, Jean Paoli as executive creative director, and Suzanne Stofberg as Netherlands MD. Its commitment to inclusion is evident in initiatives such as Inclusion Week, streamed across all markets, and its partnership with mental health platform This Can Happen.—MPS