RIGA — MSL, the largest PR network in Central & Eastern Europe, has launched an operation in Latvia, joining other Publicis Groupe agencies serving the Baltic markets.

The new Latvian MSL team – led by new managing director Baiba Kaulina, who was previously Publicis Groupe’s influencer and content lead in Riga – will work alongside creative agency Leo Burnett, media agency Starcom and digital specialist Digitas.

Publicis Groupe Latvia CEO Janis Pencis said: “PR has always been a part of our offering and over the last few years, we've been planning to upscale this part of our business. I’m delighted that these plans have come to fruition today via an expanded team under the leadership of a new managing director.”

MSL, which was named as PRovoke Media’s CEE Agency of the Year for 2023, has already won work with brands such as Eucerin, Electrolux, Danone, Kärcher and Libresse in the Baltic markets.

Sebastian Stepak, CEO of MSL in Central & Eastern Europe, said: “This has been a long-awaited and carefully-planned development as we observe the business opportunities in Baltics for a while now. Baiba, supported by Janis, has worked hard to gather the team onsite and pitch for the first assignments. I am proud to see that MSL Baltics launches not only with such a great team and leadership, but already with well-earned client portfolio.”

Kaulina (pictured, centre) added: “During times when the world is going through enormous changes, PR has always played a pivotal role in helping brands steer through the dynamics of the world and stay relevant. Communication has become more fluent, dynamic, and layered, so we're excited and grateful for the opportunity to bring the high standards, creativity, data-driven approach, and know-how of MSL and Publicis Groupe.”