Grayling: Agency Business Report 2012

Grayling, the two-year-old company that Huntsworth launched to merge its various PR brands, continues to solidify its presence in North America, now with 14 offices in 11 cities.

Principals: Michael Murphy, global CEO; Chris Boehlke, North American CEO
Ownership: Huntsworth
Sister firms (their offices, revenues included in figures below): Atomic PR,
Dutko Grayling
Offices: Global: 70; US: 14
Revenue: Global: $100 million to $150 million; US: $10 million to $65 million
Headcount: Global: 1,000; US: 220

Grayling, the two-year-old company that Huntsworth launched to merge its various PR brands, continues to solidify its presence in North America, now with 14 offices in 11 cities.
 
While the US remains a much slimmer portion of its business compared to overseas
revenues, it is expanding. In March 2011, Huntsworth acquired Atomic PR for $13.3 million, and rolled the San Francisco-based tech firm into the Grayling network. Combined with its 2009 acquisition of DC-based Dutko Worldwide, Grayling has turned “into a much more connected PR and government relations network in North America,” says global CEO Michael Murphy.
 
Although it did not disclose specific figures for 2011, Grayling says it experienced some top-line growth on 2010 revenues ($128.9 million globally, $37.7 million in the US). It recorded double-digit revenue increases in terms of large, multi-market contracts, helping to offset a decline in single-market contracts.
 
Western Europe, traditionally one of its biggest markets, saw a slowdown in client activity due to the currency crisis. Bright spots geographically included Turkey, the UK, and the Middle East, in addition to the US. It won the British Airways account across 37 markets in Europe and Asia-Pacific and DHL across Central and Eastern Europe, as well as Western Europe and the US. New clients in North America include Oracle, Aetna, Care.com, and Medco.
 
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In March, Grayling's North America PR operation gained new leadership in CEO Chris Boehlke, whose agency, Connecting Point, was acquired by Huntsworth in 2009. She now oversees PR teams in New York, Washington, Los Angeles, Sacramento, CA, and San Francisco.
 
The firm set up a new corporate communications practice in New York, led by Ravi Sunnak, who spent almost five years in the London office. It also opened an office in Shanghai, its first in China and only the fourth in APAC, with plans to further expand in that region. Earlier this year, Mark Irion left his post as CEO of Dutko Grayling.

The DC office has also formed an organization called Mission Link, which brings together CEOs from small and midsize businesses involved in national security.
“We want to become a thought leader in certain critical areas,” explains Murphy.

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