Grayling

Grayling and its parent company Accordience (the non-healthcare businesses of the former Huntsworth, which also includes Citigate Dewe Rogerson, Red Consultancy and Cirkle) have had a tumultuous time of it in recent years, with changes in infrastructure and ownership impacting the momentum that seemed to be building. A little over a year ago, former Grayling CEO Sarah Scholefield was promoted to CEO of the agency's parent group, and a few months later Heather Blundell, previously Ketchum deputy UK CEO, was named chief executive of the UK business and embarked upon a wide-reaching transformation plan to create a culture of ambition, inclusion, and excellence.

While the transformation plan makes client service and organic growth critical priorities, the first three items on Blundell’s 10-point plan are focused on shifting the agency’s culture, from improving internal communications to strengthening Grayling’s commitment to diversity, equity and inclusion (with new employee resource groups for women, LGBTQ, people of color, and people of faith), to developing a quarterly promotion process that has seen 62% of people promoted over the past 12 months and average pay raises of 15%. The benefits package got an overhaul too, with industry-leading maternity and paternity leave policies, and an annual cash allowance that covers both physical and mental health, from gym memberships to Netflix subscriptions.

Amid all the change, growth of 3% was modest but nonetheless satisfying, with a record £3.2 million in new business over the course of the year. New business came from Birmingham City Football Club (as it plans a massive investment and redevelopment program), Bain & Co, Calor, Greene King, Grindr, Nissan and more, while the firm continues to work with big names like Coop, National Grid, Pets at Home, ReNew Power, Statkraft, Visa, and Zodiac Maritime. With practices spanning corporate and crisis, public affairs, and branding, the firm added new capabilities in planning and infrastructure, employee engagement (Grayling Connect), and health.

The IGNITE methodology underpins creative work, an approach the emphasizes research and data, with highlights including the launch of an STI self-sampling programme for Grindr; a campaign to secure popular and political support for Birmingham City’s expansion plans; and community engagement for National Frid, securing development consent. 

Grayling remains an anomaly among UK PR agencies in that is165 professionals are spread across almost every part of the country: in addition to its London headquarters, there are offices in Birmingham, Bristol, Cardiff, Edinburgh, Glasgow, Leeds, Manchester and Southampton—a network that gives credence to the firm’s claim to be “the best connected” agency in the country. —PH