Grayling to switch to an affiliate presence in Sweden

Grayling looks to launch an affiliate agency presence in Sweden after closing its office in the country.

Jan Simunek, CEO Europe at Grayling, said: “Sweden has proven to be a difficult market for our business for some time now. There are a combination of factors that have worked against us such as this being a project driven market with fewer long term retainers and higher operating costs.

“For many of our international clients, footprint is crucial across the Nordic region and so maintaining a presence through a single small office in Stockholm has not worked. That is the reason we are now planning to establish a partnership with an affiliate who can offer us a regional presence.”

Grayling has this year counted Virgin Trains, housing association L&Q and Lloyds Banking Group among its new clients.

Grayling is a subsidiary of Huntsworth, a PR-focused group listed on the London Stock Exchange. The group also includes financial PR agency Citigate Dewe Rogerson, UK consumer agency Red Consultancy and global pharmaceutical consultancy, Huntsworth Health.