Duval Guillaume, founded in 1996 by former creative directors from the Belgian operations of TBWA and Young & Rubicam, is one of continental Europe’s most innovative advertising agencies, the first Belgian agency to win at Cannes in more than 20 years, and has grown over the past dozen years to become a real international force, with 180 people in its Brussels, Antwerp and New York offices and fees of around €25 million. The firm’s public relations operation is considerably newer (it was founded just over two years ago) and considerably smaller (just a handful of dedicated PR staff, although DG has a 50-strong digital department and a corporate identity group in Antwerp that both do some PR-driven work) but if some of its creative programming over the past 12 months is any indication it has the potential to shine just as brightly as its ad agency parent.
The firm has made an impact with some high-profile consumer public relations campaigns using a mix of traditional and non-traditional tactics. For Hyundai, for example, the public relations team led an integrated campaign that began by inviting people to suggest a fitting location for a new car to be introduced and culminated with Hyundai’s being dropped by helicopters onto football fields, beaches and other winning locations. For Nikon, meanwhile, the firm seized on a candid photograph of the Belgian Prime Minister getting out of his limousine, with strategy documents clearly visible in his lap, to emphasize the quality of the Nikon camera that took the shot. But DG’s expertise also includes corporate and employee communications and CSR. For FedEx, which has its European headquarters in