Ulled has hired former GCI chairman John Brill to lead the London office.
The UK launch follows Ulled's recent opening of an office in Lisbon, Portugal, and adds to the agency's existing Spanish offices in Barcelona and Madrid.
Brill said opportunities for Anglo/Iberian trade are strong, adding: 'The Ulled office in the UK will develop business from British companies looking for support in the Iberian region and will also work for Spanish and Portugese companies aiming to raise their profiles in the UK.'
Brill founded Sterling PR in 1976 and then sold the agency to GCI parent Grey Advertising in 1987.
He will remain as a non-executive director for Kreab London alongside his role at Ulled.