MOSCOW--Personal care giant Henkel has hired Grayling to support its public relations activity in Russia.

The firm, which already works with Henkel in Croatia, was appointed following a competitive review. Grayling will provide Henkel with media and stakeholder relations and consultancy services based on leadership in innovation within Russia.

In addition Grayling will provide PR support to Henkel’s global projects, including the implementation of the company’s global sustainability strategy – presented by Henkel at the beginning of 2012 –  which focuses on carbon-footprint reduction. 

Sabine Schauer, Henkel corporate communications director for Central Eastern Europe, Middle East and Africa, said: "We are sure that our cooperation with the Grayling team will help us enhance relationships with target media and strengthen Henkel’s corporate image in Russia.”

 A German FMCG that owns such iconic brands as Right Guard, Schwarzkopf and Persil, Henkel generates more than 40 percent of its sales from emerging markets.