Grayling chief promises move to 'big data' future as part of rebrand

Grayling's new chief executive Pete Pedersen has claimed 'the communications business has become a technology business', as the firm updates its logo.

Pete Pedersen: joined Grayling from Edelman in February this year
Pete Pedersen: joined Grayling from Edelman in February this year

Pedersen said: ‘Successful firms of the future will be masters of Big Data, able to tease out insights that drive game-winning strategies for clients. We’re building that firm today.’

The Huntsworth-owned network has unveiled a new logo and website, and announced it is rebranding its five Dutko Grayling offices in the US as Grayling offices.

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