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 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.