Global communications firm Grayling has changed its brand, core offering and growth strategy.

With a new livery and website, the agency will enhance its offering with a focus on data-driven insights, rapid activation, and technology-led solutions. 

Grayling is also changing its US operation. DutkoGrayling’s five offices will rebrand to Grayling and fold into the consolidated operation, while Atomic (a Grayling agency) will work seamlessly alongside Grayling when driven by client need. The firm also recently made changes in Asia including a partnership with BlueFocus. In January 2014, industry veteran Bob Pickard will become Huntsworth’s regional CEO, Asia Pacific.

Pete Pedersen, global chief executive office, said: “The communications business has become a technology business. Successful firms of the future will be masters of Big Data, able to tease out insights that drive game-winning strategies for clients. We’re building that firm today.”