By Arun Sudhaman
LONDON: The Economist Intelligence Unit (EIU), the research arm of iconic UK news weekly The Economist, has called in agency support to help boost its international profile.
Grayling wins the six-figure business following a pitch against three other agencies. The agency will oversee PR and digital engagement in Europe and North America, seeking to raise the profile of the EIU’s content and sector analysts.
To cover Asia-Pacific, the EIU has also selected Hong Kong firm The Consultancy, and Australia’s Cape PR.
The decisions follow a restructuring at the EIU, which included the appointment of Economist veteran Michael Brunt to the newly-created role of EIU global head of marketing in April.
Brunt explained that the EIU had “re-globalised” its business, after several years in which responsibility was handled at a regional level. “One of the first things I want to do is raise awareness,” said Brunt. “And PR is going to be a huge part of that.”
The EIU provides business intelligence across 200 markets and six industry sectors. It will, said Brunt, continue to target companies “that are seeking to expand their operations internationally,” and will attempt to expand its business with corporates.
Brunt added that the comms strategy would be fully integrated. “We’ll be as interested in the blogosphere as the traditional media.”
The business will be led out of Grayling’s offices in London and New York.
The EIU is the latest in a string of international briefs that Grayling has won since it relaunched after merging with sister Huntsworth shops Trimedia and MMD. Last month, the agency won a multi-market brief for oil pipeline Nabucco. Earlier this year, meanwhile, the firm won a lucrative international assignment for the cork industry.