FleishmanHillard Café

Thank you to our great colleagues at IKEA and the past and present Café team. We have had the pleasure of working with many of them over the years.

We are happy to have been part of it all!

Since inception, EIT InnoEnergy has screened more than 5,000 start-ups and has launched more than 300 products to market. The companies in its portfolio are expected to generate over 600 TWh of power from clean energy sources by 2030.. This is an important step as climate change, caused by high levels of carbon pollution, is now affecting the lives of billions of people, with CO2 emissions from energy and industrial production increasing dramatically by 60% since 1992.

The EIT InnoEnergy's track record in reducing carbon emissions speaks for itself. The companies working with them have so far reduced the as many emissions as taking nearly 250 million cars off the road. In addition, the companies in their portfolio have directly or indirectly created 25,000 new jobs[ÁI1] .

ALTEO Group, an energy investment, production and trading company, conducted a research about the individual mindset factors that could be the most important in the battle against global warming. The research has highlighted that, in addition to climate change and air pollution, e-waste and general waste management are also highly important to the people. However, despite knowing the key intervention points, their own actions are very limited: they revolve around waste separation, saving food and money. However, only a few uses sustainable means of transport or check the eco-labels on products, for example.

At FleishmanHillard Café, we strive to support our clients in raising awareness of their sustainability efforts and educating them to help raise consumer awareness. Two of these recent projects have been connected to EIT InnoEnergy, Europe's leading sustainable energy investor organisation, for whom FleishmanHillard Café has been providing communications support for over five years.

The organisation has also backed two start-ups that are addressing these problems. One of these is an initiative by DUCKT, an Estonian start-up revolutionising micromobility, which will build 1,100 docking stations for more than 1,000 e-bikes in the Manhattan area. The service is already being tested in Paris and will soon arrive in Hungary, thanks to EIT InnoEnergy, which aims to help achieve Europe's decarbonisation targets. The organisation estimates that by 2030, there will be around 30 million private e-bikes and e-scooters and 2.7 million shared transport vehicles on the continent. Our client is committed to companies like DUCKT, which offers universal and easy-to-implement solutions in this field worldwide.

The other similar project is Meva Energy, which develops and implements thermochemical technologies, and has signed a green energy agreement with IKEA Industry. Under this agreement, a thermochemical power plant will be built within three years at the Swedish furniture manufacturer's factory in Zbaszynek, Poland. Thanks to this investment, wood residues, sawdust and fibreboard from the production of products will be recycled locally and used to produce green energy in the 2.4 MW plant. The partnership with Meva Energy fits in with IKEA Industry's long-term sustainability goals, which aims to reduce its carbon emissions by 80 percent by 2025 compared to 2016.

Approximately 9,000 new cases of breast cancer are registered in Hungary each year, and roughly 10 percent of these cases are diagnosed at a late-stage. Unfortunately, the trend of the recent years shows that breast cancer is not only the most common disease among middle-aged but is also increasingly affecting younger women.

Regular breast self-examination, routine mammography, immediate check with the doctor after finding something unusual are all necessary steps for early detection, when the chance of curing the cancer is higher.

A monthly breast self-examination is recommended for all women over the age of 20, mainly during the week after menstruation, as this is the best time to recognize a possible lesion due to the hormonal condition.

ESI aims to re-develop a strong photovoltaics (PV) manufacturing industry in Europe across the entire value chain from raw materials to recycling. Based on preliminary models, renewable energy could provide an additional 20 GW to meet the increased demand that is forecasted in Europe over the next decade. It also supports the European Union’s efforts to achieve zero-emission, according to which the future of the European energy system relies on renewable resources.

For more than five years, FleishmanHillard Café has been providing communication support to EIT InnoEnergy, Europe's leading investor in the sustainable energy industry. Our task is to promote the dissemination of news as widely as possible through high-quality communication and the coordination through our Budapest-based, regional network.

PlanRadar has so far been chosen by more than 8,000 customers in 45 countries around the world and is currently used in about 25,000 running construction investments. Thus, it can be said that this is an internationally known and popular software, which can be of great help to Hungarian investors as well, so we focused our press communication on presenting already successful projects and highlighting the user experience.

In our strategy, we focused on continuous and quality communication; In the introductory phase, we presented the basic features and benefits of the product through international examples such as Zencontrol, which helped those interested learn how an Australian-owned company has reduced with help of PlanRadar the time to be spent to documentation.

In the second phase of our communication strategy, we positioned PlanRadar as one of the essential innovations in the construction industry. We have demonstrated how the Caverion Group, an international group of companies with more than 16,000 employees across Europe and offering construction services and building services solutions, has implemented full digitization using PlanRadar. We considered it important to not only tell these stories in the press communication, but also to sound the users, so in our announcements those interested in Hungarian construction news could read several opinions from the pens of company executives.

In both stages, we considered it important to be connected to current research, so we prepared our press releases for our client based on among other things, the researches of ÉVOSZ.

The starting point for communication in the third phase is to connect with hot topics, thus positioning PlanRadart as a construction expert. We searched for current “hot topics”, such as the Builder-5 tender, the aim of which is to help the actors of the sector to improve their efficiency and productivity with non-refundable support, thus promoting the digitization of domestic companies. In this case, too, we have shown, through an international - Croatian - example, the extent to which the neighboring countries are already ahead of us.

We also connected to the 2021 forecasts of the Construction Market Forecast 2021-2024 research, and most recently managed to introduce PlanRadar as a solution that provides an almost unique service in the market, which can be a great help for Hungarian entrepreneurs to eliminate a major obstacle. As there is a very large number of foreign workers in the domestic construction industry, it is important that a situation similar to the “Babel turmoil” does not occur on construction sites. PlanRadar helps with this, one of the useful functions of which is that it can be used in several languages, including Hungarian, English, German, Ukrainian and Russian, so that those involved in construction do not have any problems navigating the software.

FleishmanHillard Fishburn’s creative studio has been part of the London office for years, but the launching of Ensemble Studio was still a defining decision in the company’s life. They bring new, creative solutions into brand and corporate communication. Ensemble Studio’s approach encourages clients to be bold and to overcome the noise of modern communication.

Café PR boasts a track record of nearly two decades and the agency has become the market leader in Hungary since its establishment. Café PR has so far provided real solutions to the problems of more than 100 customers. The common success is best illustrated by the fact that the agency has ranked among the top 5 on the PR toplist every year over the past six years and has won nearly all the international communication awards - it was the most successful Hungarian agency in terms of international awards in 2018.

At the same time, Café PR has now decided to step up its game. Today, the agency’s ten-year partnership with FleishmanHillard has entered a new era: as of today, Café PR will continue to operate under the name FleishmanHillard Café.

Along with the name change, the visual appearance of the brand will also be entirely transformed as the branding of the international partner is adopted by FleishmanHillard Café. However, the usual professional standards remain in place, with even more direct international support. The name change will not involve any personal changes; as the legal successor of Café PR, FleishmanHillard Café will maintain all its contractual relations in an unchanged form and will remain a member of the Café Group. In an unprecedented move in the history of FleishmanHillard, the addition of a new agency will not involve purchasing an ownership stake, meaning that the company will remain in Hungarian ownership. At the same time, as a result of the strengthening of relations in the wake of the name change, FleishmanHillard Café’s customers stand to gain a more direct access to the global agency’s entire knowledge base. Additionally, the agency's explicit goal is to formally declare its professional credo concerning PR with the name change.

Anita Balaton, managing director of FleishmanHillard Café, emphasized in connection with the name change:

“This year marks the 10th anniversary of our partnership with the U.S.-based FleishmanHillard, so I’m fully aware that their consent to use their brand is an immense recognition. The current name change is a recognition and validation of the performance we have shown over the last 20 years, for which I would like to thank all current and former Café PF employees and clients. It is important for us that we share the same professional vision with FleishmanHillard. We consider communication a strategic function, and we believe that public relations play a key role in the management of a broad stakeholder system, PR is capable of insight-based integration and management support in all areas of communications. Our data-centric approach is the foundation of our long-term strategic thinking, along which we manage our clients ’reputation and communication network with confidence, both inside and outside the organization. Rejuvenation is in our DNA, and FleishmanHillard offers excellent support, professional inspiration and know-how for us. Be it strategic communication planning, employer branding, crisis communication, or social media solutions, the stronger support of FleishmanHillard will enable us to meet the changing needs of our changing times even more effectively.”

Nick Andrews, FleishmanHillard’s senior vice president responsible for international relations highlighted that he had found a worthy, real partner in Café PR:

“When we search for a FleishmanHillard partner, we look for an agency which embodies creativity, excellent client service and brilliant execution. Over the 10 years we have worked with Café PR in Hungary, we have found all that and more. It is rare to find such energy, imagination and inspiration in any agency and we have been lucky to introduce Café PR to many of our clients over the last decade and more.”

In connection with the new partnership, he highlighted:

Along with the name change, the visual appearance of the brand will also be entirely transformed as the branding of the international partner is adopted by FleishmanHillard Café. However, the usual professional standards remain in place, with even more direct international support. The name change will not involve any personal changes; as the legal successor of Café PR, FleishmanHillard Café will maintain all its contractual relations in an unchanged form and will remain a member of the Café Group. In an unprecedented move in the history of FleishmanHillard, the addition of a new agency will not involve purchasing an ownership stake, meaning that the company will remain in Hungarian ownership. At the same time, as a result of the strengthening of relations in the wake of the name change, FleishmanHillard Café’s customers stand to gain a more direct access to the global agency’s entire knowledge base. Additionally, the agency's explicit goal is to formally declare its professional credo concerning PR with the name change.

Anita Balaton, managing director of FleishmanHillard Café, emphasized in connection with the name change:

“This year marks the 10th anniversary of our partnership with the U.S.-based FleishmanHillard, so I’m fully aware that their consent to use their brand is an immense recognition. The current name change is a recognition and validation of the performance we have shown over the last 20 years, for which I would like to thank all current and former Café PF employees and clients. It is important for us that we share the same professional vision with FleishmanHillard. We consider communication a strategic function, and we believe that public relations play a key role in the management of a broad stakeholder system, PR is capable of insight-based integration and management support in all areas of communications. Our data-centric approach is the foundation of our long-term strategic thinking, along which we manage our clients ’reputation and communication network with confidence, both inside and outside the organization. Rejuvenation is in our DNA, and FleishmanHillard offers excellent support, professional inspiration and know-how for us. Be it strategic communication planning, employer branding, crisis communication, or social media solutions, the stronger support of FleishmanHillard will enable us to meet the changing needs of our changing times even more effectively.”

Nick Andrews, FleishmanHillard’s senior vice president responsible for international relations highlighted that he had found a worthy, real partner in Café PR:

“When we search for a FleishmanHillard partner, we look for an agency which embodies creativity, excellent client service and brilliant execution. Over the 10 years we have worked with Café PR in Hungary, we have found all that and more. It is rare to find such energy, imagination and inspiration in any agency and we have been lucky to introduce Café PR to many of our clients over the last decade and more.”

In connection with the new partnership, he highlighted:

PowerUp competition, which was lunched six years ago, has been renewed by EIT InnoEnergy and became an umbrella program for the organization by now. It’s goal is to support the most innovative entrepreneurships in their endeavour aiming a more sustainable environment, let them be start-ups, scale-ups and SME-s. The chosen companies may receive invitation to an accelerator service of InnoEnergy that fits their size the most; besides, the organization continues to provide mentoring and financial investment. Beyond these, the classical competition specifically for start-ups has stayed intact: with a total amount of €65 000 investment and the Start-up of the Year title. The growth in the number of applicants followed the previous years’ trends: while only 99 start-ups applied in 2016, this number raised to over 300 by 2019, and this record was hit with 360 successful applications this year.

Mounia El Hilali Acherlouk Yakhlef, Regional Retail Manager at IKEA described what the new IKEA will be like and presented last year’s financial results. The objective of the Swedish home design company is to implement circular economy by 2030. Vladimír Víšek, Regional Sustainability Manager at IKEA explained that for this reason, IKEA will design all its products already from start to ensure they can be used for other purposes, repaired, reused, resold and recycled, in order to minimize waste generation.

Federica Barberis, Regional Commercial Manager at IKEA presented the company’s new customer services and plans about where and how they will reach customers, including the „Second Life for Furniture” initiative, which will be launched in Hungary during the spring. Within this initiative, IKEA will buy back no-longer-used furniture from customers.

2020 plans include the opening of four new, non-branded collection points in four cities: Pécs, Veszprém, Kecskemét and Debrecen, allowing IKEA to reach more individuals where they live, work or socialize.

The new company, EB&Beyond (Beyond) was initiated by Anita Balaton, because market trends are suggesting that the importance of the employer brand is increasing in the market. The impact of the employer brand is slowly becoming as significant as that of sales or product management. Beyond offers data based brand strategy and a customisable, modular solution package to help attract and retain employees best matching a company. The power of the Beyond methodology is that – similar to Café PR – we build on unique research, we create alignment with ongoing EB related HR, marketing and communication processes, and our proposals support business objectives.

As our services are organised in modules, they can be customised to any company’s specific needs, each area being covered by the experts in our team. Thus, Beyond offers an end-to-end solution: along the lines of objectives defined with our clients, we cover every step from strategic planning to implementation.

The new company currently operates as a branch of Café PR, with the foundation process to be concluded by the end of the year. We spent the year before developing an innovative data based HR solution, EMagnet, in cooperation with IPSOS, and integrated further social network analysis and organisational diagnostic research tools into our processes. Beyond was accepted as official country partner for World Employer Branding Day 2020, the world’s largest employer branding leadership forum, a status already held by Café PR a year earlier. Thanks to this, we will not only be able to participate in the event, but also offer discounts to Hungarian professionals who would like to join.

FOUNDING TEAM

Café PR: Anita Balaton, Tamás Nagy

Founding external experts: Zita Molnár, communications expert. Zita spent more than 20 years in various communications roles at several muntinational companies (Philip Morris, Tetra Pak, Nokia), and has more than 15 years of experience as a leader. She was responsible for teams and communication activities inside Hungary and in Europe. She considers internal, change and leadership communication as her main areas of expertise. In addition to her professional experience, she also obtained a business coaching certificate in 2015.

Gyöngyi Janky, communications and brand expert. She has 2 decades of experience in external and internal corporate communications, as well as product and corporate brand building. She learnt the profession and leadership at a global company (Procter&Gamble) where the employer brand rests on actual values, related behaviour and true employee experience. She has worked in various kinds of organisations, ranging from multinational though Hungarian founded multinational companies (MOL Group) and government agencies (HIPA) to Hungarian SMEs (Scitec).

The honour is not only exceptional because we can support the communication of such a renowned and illustrious company, but also because we can accompany the implementation of endeavours that we feel closely connected to both as individuals and as a team – namely, sustainability and environmental consciousness. Indeed, one of the greatest endeavours of the company is to make aviation sustainable. To achieve this, the objective is to electricize, to increase the efficiency of gas turbines, and to develop sustainable fuel.

With the acquisition of the eAircraft division, the company established an affiliate in Hungary, and will not only retain more than a hundred employees who have been working on the project already, but will offer new employment opportunities, and wishes to expand the team with excellent professionals.