Action Global Communications, the public relations and media advisory agency with humble beginnings that has grown its overseas network to 40 offices, celebrated 30 years of operations in Greece, the firm’s first international expansion out of Cyprus.
The company’s founder-chairman Tony Christodoulou widely considered the “father of PR in Cyprus”, was at hand to celebrate the anniversary with colleagues and associates at the Fouar in Athens, together with the current management team, CEO Chris Christodoulou and CMO Kathy Christodoulou.
Chairman Tony with CMO Kathy and CEO Chris Christodoulou
Tony established Action PR, later Action Global Communications, the first public relations agency in the region, which he started with his wife Mickey out of a spare room in their Nicosia home.
This was the eastern Mediterranean’s first introduction to the real benefits of public relations, with the agency representing major brands at home and in the region, such as New Zealand Lamb and British Airways, mainly from the Cyprus office.
After setting up the agency in 1971, Tony Christodoulou was inspired by the needs of clients Visit Britain and British Airways to branch out to the Greek market by opening an office in Athens in 1989.
The expansion was into a country which spoke the same language and shared some cultural heritage, but in most other ways, that’s where the similarities ended.
“What quickly became apparent was the need to ensure the operation was staffed by highly skilled, local operatives fully versed in their country’s specific political nuances, cultural sensitivities as well as consumer and media preferences,” the agency said in a statement.
As the Athens office thrived, so did Action’s confidence in its ability to expand. Three decades on, those lessons have led to a powerful network spanning 40 countries across two continents including operations in some of the most challenging political and culturally sensitive landscapes on the planet.
Looking back at the last two decades of dire economic straits and social troubles in Greece, when “major name players and networks moved out of the country, Action stayed firm and forged ever closer client, stakeholder and media relationships sending a clear message – we’re with you in the good times, and the not so good.”
“As budgets shrunk, Action offered services that delivered ROI for every euro spent, while maintaining and leveraging its incredibly strong media relations to provide effective corporate communications services. In a country where emotional communication is a key driver, Action has strengthened its influencer management and now offers a full suite of digital communications services.”
Action Greece has become the go-to agency in tourism and travel PR alongside a highly diversified client portfolio with clients in IT, finance healthcare, while Action Global now thrives through dedicated international public affairs, corporate communications and digital and influence marketing.
