The agencies have had a working relationship for four years. Malgorzata Zaborowska, president and MD of United, said the move 'is both the result of significant interest in the Polish market from Ketchum clients and also recognition for the work of our consultants.'
The arrangement is not a trade agreement or linked with a transfer of assets. Under the affiliation framework United will become Ketchum's sole representative in the country, gaining access to networked resources such as the myKGN platform (my Ketchum Global Network), a knowledge exchange tool, and KPP (Ketchum Planning Process), a programme for the design, implementation and assessment of campaigns).
United was affiliated to Manning Selvage & Lee up until mid-May, an agreement stretching back nine years, though with no exclusivity clause.
United, which launched in 1991, is based in Warsaw and employs 12 consultants with a client portfolio including Microsoft, Procter & Gamble and Untied Parcel Services.