Action announces fresh corporate identity, new CEO
Action Global Communications announced the launch of the agency’s new corporate identity, which reflects the company’s strategic transformation — now being led by its new CEO, Chris Christodoulou, who has taken over from the group’s founder Tony Christodoulou.
Established 45 years ago, Action has always focused on emerging markets and is now the leading independent communications network in Russia, CIS, the Baltics, Eastern Europe, the Balkans, the Middle East and North Africa. The past few years have seen a rapid improvement in digital technologies in these regions, which has been reflected in the way PR services are now executed, with digital playing a greater role than ever before.
The new brand has been designed with a simple and modern motif to represent the effective communications results that Action delivers across more than 40 countries, and to recognize the addition of the dedicated Action Digital brand to the group’s services.
Christina Zako, country manager, Saudi Arabia, said: “While Action’s long history has been rooted in traditional PR, what we are seeing in emerging markets is a surge in technological development and digital communications. This is also impacting the way we execute strategic communications, with more clients than ever before not only wanting digital PR services, but requiring digital to play a much larger role in their companies’ outreach to customers and stakeholders.
“As part of our new brand and the recent introduction of Action Digital to our offering, our bespoke digital communication services are now an integral part of our core client services.”
While Action maintains in-market commu- nications practitioners in all its operational markets, the group is focusing on core regional hubs in Dubai, Russia, Kazakhstan, Cyprus, Belgium and Algeria. The group will further boost its hubs with regional digital experts to provide localized strategies and develop inspirational campaigns. Action Global Communications launched its dedicated office, offering integrated communications in Saudi Arabia in late 2006.
Action Arabia is based in Jeddah from where the Action team deliver communications services across the region’s biggest market.
“We work with many multi-national companies and it is clear that the advantage of having local offices and local experts on the ground can never be underestimated,” said Zako. “There is incredible diversity across our core markets and at the heart of what we do is provide consultation to clients operating in culturally diverse regions to ensure that their PR activities deliver successful and meaningful results.”