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A new PR wave in the Benelux: Glasnost & Walkie Talkie

Two specialized agencies. A PR alliance.

Creative PR agencies Glasnost and Walkie Talkie strengthen their position in the Benelux market through a strategic partnership. After three years of collaboration between Belgium and the Netherlands for different brands in the technology and FMCG sectors, their experienced teams are stepping up their collaboration to meet the growing demand for integrated PR in the Benelux.

The demand for an integrated PR approach for Belgium and the Netherlands has grown steadily in recent years. Yet many brands still work with two separate agencies. This makes sense, as local cultural knowledge and a strong network remain the key to success. However, the integration and effectiveness of such an approach is often a challenge. The two agencies are now joining forces to provide effective, creative and impactful support to their existing client portfolio, as well as to new clients. They are thus creating an integrated PR approach in the Benelux for corporate PR and marketing. They are already doing this for brands such as Fruitz, Rituals and Magnum. “With this strategic partnership, we want to offer an alternative to the existing offer. If you’re currently a brand looking for a PR agency capable of making an impact in Belgium and the Netherlands, your choices are limited. Especially if you’re looking for an agency that understands how to stay connected with new generations. Now that our clients, for reasons of efficiency, are increasingly turning to a Benelux approach, it was time to strengthen our collaboration. With Walkie Talkie, we’ve found an equivalent partner with the same scope, experience and quality for serious impact“, says Henk Boersen, Managing Director of Glasnost, part of Ace.

Two agencies, one team

Efficiency and knowledge are central to the collaboration. Consider a joint team consisting of PR experts with a single point of contact (hub role) for the client. Another example is a composite team consisting of employees from both Glasnost and Walkie Talkie, who work together daily to achieve the best results for clients. To take earned-first campaigns to the next level, strategists and creatives will also call on each other in the concept development phase. 

In the Belgian market, there is an increasing demand for an integrated PR approach for the Netherlands and Belgium. We want to offer our own appropriate answer to this demand and went looking for a complementary agency that can complement our network, has a strong local ‘feeling’ and yet applies the same creative vision to PR. In Glasnost we have found a like-minded person and we have been working together successfully for quite some time now,” says Andrew Vassallo, co-founder at Walkie Talkie.