Grayling promises move to 'big data' with rebrand

LONDON: Grayling chief executive Pete Pedersen has said that "the communications business has become a technology business" as the firm updates its logo and rebrands much of its US operations.

LONDON: Grayling chief executive Pete Pedersen has said that “the communications business has become a technology business” as the firm updates its logo and rebrands much of its US operations.

The Huntsworth-owned network has also unveiled a new logo and website. It also said that DutkoGrayling's five US offices will rebrand as Grayling and become part of its consolidated operations. Subsidiary firm Atomic “will work seamlessly alongside Grayling when driven by client need,” the firm said in a statement.

“Successful firms of the future will be masters of Big Data, able to tease out insights that drive game-winning strategies for clients,” Pedersen said, in a statement. “We're building that firm today.”

Grayling has offices in 53 locations in 26 countries in North America, Europe, the Middle East, and Asia.

Parent company Huntsworth hired Pedersen to serve as Grayling's CEO in February after a career of nearly 20 years at Edelman. He replaced Michael Murphy, who said last July that he would step down and left the company after a stint as non-executive chairman this summer.

Huntsworth also brought on former Edelman and Burson-Marsteller executive Bob Pickard in June to serve as Asia-Pacific CEO. He will start in the role in January. The holding company also agreed to sell nearly 20% of its business to China-headquarted PR group BlueFocus in April.

Atomic, meanwhile, opened an office in Seattle last month.

Huntsworth reported a 0.5% like-for-like drop in first-half revenue to about $138.3 million, compared with the first six months of 2012. Grayling's revenue was down 7.2%, compared with 1H 2012, to $62.8 million in that period.

This story originally appeared on the website of PRWeek UK.

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