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Grayling PR & PA
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Prepared for Facutly of Organizational Sciences, March 2022

 We’ve got the creativity, cultural know-how

We’re the
and flexibility of a boutique. But, we’re
connected to a network of more than 25 offices
across Europe and 30 around the world.

world’s local
So you get the reach, influence and perspective
of a global agency. It’s what you might call the
best of both worlds.

agency It’s a powerful advantage.

We are Grayling. We create advantage.
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We’re where you need us

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Almaty Manchester
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Athens Milan
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Belgrade Moscow
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Birmingham Munich
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Bratislava Paris
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Bristol Prague
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Brussels Sarajevo
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Bucharest Seville
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Budapest Skopje
Cardiff Sofia
Edinburgh Southampton
Glasgow Stockholm
Frankfurt Tirana
Lisbon Vienna
Ljubljana Vilnius
London Warsaw
Leeds Zagreb
Madrid Zurich
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Integrated
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services
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Grayling is a fully-integrated
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communications agency,
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which means we have the

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flexibility, expertise, and

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resources to support all

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aspects of your Corporate Social

Public Affairs
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communication needs. Strategic Corporate Public & Media

Relations Responsibility
Consultancy Communication

Influencer Crisis & Reputation Internal

Social Media & Consumer
Relations Management Communications
Digital Comms Marketing
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Our awards
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AGENCY CAMPAIGNS CAMPAIGNS

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Winner Winner Finalists

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SABRE AWARDS EMEA 2021 - Prizma Kreatív Awards, Silver Award SABRE AWARDS EMEA
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for Diageo’s DRINKiQ campaign, Hungary

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2019 Global Public Affairs Consultancy of the 2020 Kasper, Sky & Green Bear, CSR
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Year campaign, Serbia

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2020 SABRE AWARDS EMEA, Certificates

2019 EMEA Public Affairs Consultancy of the
Year
2016 Eastern European Business
Communication Consultancy of the Year
Finalists
2021 EMEA Public Affairs Consultancy of the
Year
of Excellence (Best in Brand Animation & Best
Use of Social Media)
Standing still for 7 more years – Roche, Russia
2017 EMEA Gold SABRE Award for Pan-
European ”Out of Office” campaign for
CNTB, Croatia
EUROPEAN EXCELLENCE AWARDS
2021 Diageo’s DRINKiQ  campaign,
Hungary
2019 Roche – Discovering the diseases with
a thousand faces, Russia

2021 CEE Consultancy of the Year

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Our client
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experience –
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Serbia
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Our client experience span

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multinationals and global

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companies to local firms and

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organisations.
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vv
 C R E A T I N G A D V A N T A G E

About us – NN&SS
 Public affairs
Media relations
Investor relations Social media
Sustainability
Financial analyses
Public relations

Education Regulation monitoring

Razvlačenje kablova
 Media relations
Social media management

SoMe + Media research, analyses and reporting

Supporting events organization

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Profesionalna
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praksa
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 3 meseca,
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 Radno vreme je od 9:30 do 13:30

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 Rad od kuće (dolazak u kancelariju po potrebi)

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 Plaćanje – ne obećavamo (praksa nije plaćena), ali..

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Potrebno je izuzetno dobro poznavanje engleskog jezika, kao i da kandidati nisu stariji od 26
godina.

Kontakt: sanja.simic@grayling.com.

Odabrani kandidati će imati priliku da steknu značajno iskustvo u radu sa nekim od svetski
poznatih kompanija.
Snapshot of
our experience
INTEGRATED CAMPAIGN

Tetra Top MiniV Nallo launch

Integrated campaign focused on communicating new carton packaging

and promoting environmentally responsible behaviour
Packaging is one of the world’s biggest environmental challenges. As part of its
Strategy 2030, Tetra Pak accelerated its sustainable packaging portfolio,
launching more plant-based packages across Europe. Grayling was appointed
with communication support for the launch of Tetra Pak’s plant-based packaging
in cooperation with their customer Imlek, the leading dairy producer in Serbia.

Our key objective was to promote environmentally responsible behaviour

among consumers and educate them about recycling. This was aligned with
the necessity to inform consumers and stakeholders about Tetra Pak solutions
providing the best quality, innovation and food protection. The campaign was
aimed at all target audiences – consumers and B2B alike.

The campaign consisted of media event, influencer engagement and digital

communication, which included social media campaign and a series of native
advertising. The campaign resulted in over 30 pieces of coverage. Total reach of
the campaign was over 3,500,000, while average engagement rate of SoMe posts
was over 12.7%, which is well above the industry average.
PR CAMPAIGN

Hilton Belgrade: Hotel opening

Large scale Event Management of one of the most important events

in Serbia in 2018
Grayling Serbia has developed communications strategy and plan for the
opening of Hilton Belgrade, one of the most expected brands to arrive to
Serbia. The highlights of the campaign were two opening events, one for
VVIP guests, such as President and Prime Minister of Serbia, and the other
gala event for business community.

At the VVIP event, 83 media representatives from 41 media were present at

the event, while gala event was attended by 47 media representatives from
27 media.

The news about the opening was published in all media across the country.

Hotel Hilton Belgrade and the opening activities have received the award
“Best New Hotel-Opening 2017/2018” presented by regional portal
Kongresni Turizam and SEEbtm Magazine.
PA CAMPAIGN

Giving the spirits industry a seat at the table

Grayling was tasked to launch local trade association - Group of
Importers and Distributors of Spirits in Serbia (GUDAP) within the
Serbian Chamber of Commerce and establish a dialogue with
stakeholders to exert influence over policy and harmonizing the
relevant legislative framework with EU standards.
For newly established GUDAP, we have achieved the following:
- Change in the Advertising Law, which allowed liberal advertising of
spirits in Serbia, an achievement which has become the benchmark for
the wider region.
- Coordination of CSR activities intended to tackle harmful use of
alcohol and to promote responsible drinking.
- Developing local web-site dedicated to educating about responsible
alcohol consumption.
- Organising visit of the Scotch Whisky Association (SWA) delegation to
relevant Serbian ministries (Trade, Agriculture and Finance) with the
aim of providing support to the process of Serbian accession to the
EU by harmonizing regulations in the field of spirits.
 MULTI-MARKET

Promotion of Danube Delta through media &

influencer relations
To promote the spectacular Danube Delta, and how technology can help people
and wildlife protection, Google, with the help of WWF, embarked on one of the
longest and challenging special collection ever done with images spanning almost
2,200km of water channels and across 6 markets – Rumania, Bulgaria,
Croatia, Serbia, Slovakia and Hungary. 

For such a complexed project, Grayling developed & implemented a multi-

channel campaign divided into 3 phases:

 Announce the start of the project and communicate the cultural heritage and
richness of wildlife along the Danube river thus instigating curiosity and tourist
visits.

 Ensured the support from the local tourist boards and making Street View
imagery of the most representative body of water in Europe available for the
public 

 The project culminated by inviting 15 online influencers and YouTubers from

the 6 countries on a sailing press trip on the Danube Delta in Romania with the
goal to capture the beauty of the Danube Delta with the camera eye and make
it available on Google Maps.

 The entire project received great media visibility generating 150+ pieces of
media coverage. 
How we do it?
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Clients’ briefs
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Not all briefs are perfect!

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ABC Model
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AUDIENCE:
Audience, brand, context
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 Age, sex, children, region, job, hobbies

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 Attitudes, beliefs, values

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 Needs and stresses

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BRAND

 History, market position, competition

 Uniqueness

 Clients / customers

CONTEXT

 Regulation changes

 Trends

 COVID-19, Russian-Ukraine conflict

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Lloyds Bank
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case study
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Actively help young

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audiences get savvier about

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online fraud tactics, in a way

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that shows Lloyds Bank

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understands them
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A Shave Too Close: https://www.youtube.com/watch?v=9ciSgo1UKOc  

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Contact
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Grayling Serbia
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Takovska 6, 11000 Belgrade

+381 (0)11 3234 198
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grayling.com
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Natalija Nedeljković
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PA&PR Consultant
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natalija.nedeljkovic@grayling.com
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Sanja Šimić
Account Executive
sanja.simic@grayling.com