NEW YORK — Huntsworth’s PR flagship Grayling has undergone its third rebranding in five years as the agency looks to reverse its fortunes amid substantial change. 
“The new identity was developed in response to client feedback, in consultation with our leadership team globally and using our own in-house studio to reflect a mood of confidence throughout the agency, buoyed by new leaders in key positions, new client mandates and a clear vision,” said Huntsworth CEO and Grayling chairman, Paul Taaffe,who joined in April

This year, Grayling has been a particular focus for Huntsworth with a realignment of roles across the company, affecting more than 100 positions in an effort to reduce staff costs. The firm has closed five offices, while redirecting resources to fast-growing markets in the Middle East and Africa. 

The firm’s most recent rebrand happened in 2013 under then-CEO Pete Pedersen (who stepped down after two years in the role) during which the agency consolidated its US offices under a single P&L. US CEO Peter Harris told the Holmes Report no organizational changes coincide with the new rebrand, instead describing the change as a “clearer and smarter path forward.” 

In the US, recent new wins include Kapsch (expansion from its European business), Persado and Personal Capital.

“We can scale from the personal to the global with great agility and dial up the appropriate mix of public relations, public affairs, digital and consumer marketing to deliver tangible business impacts, unbound by traditional agency silos or geographical borders,” said Grayling global creative director, Victor Benady, who led the development process, in a statement.

Overall Grayling revenues declined by 8.8% on a like-for-like basis to £31.7 million during the first half of this year, with margins of just 2.3%.