celebrating 35 years in Greece: interview with Aggeliki Kiofiri, country manager

Since the launch of Action’s first international office 35 years ago, Action Greece has evolved into the trusted communications and marketing partner of renowned local and global brands. In this interview with Aggeliki Kiofiri, country manager of Action Greece, we delve into the remarkable growth and evolution of our Greek operations, reflecting on key milestones, adapting to industry shifts, fostering teamwork, and making impactful contributions to the community.
Looking back over the past 35 years, what moments stand out the most for you in terms of the growth and evolution of Action Global Communications’ Greek office?
A.K.: The first that comes to mind is our 29-year collaboration with British Airways. This was a client that we thrived with, an industry leader that allowed us to expand our offering and grow exponentially, both in Greece as well as internationally.
Coping with a financial crisis has also further strengthened us, moulding us into the company we are today. Our ability to adapt our strategies, optimise resources, and identify new opportunities amidst adversity has been critical for sustaining our growth trajectory.
Which takes me to the next one, the expansion of our services to meet the evolving needs of our clients. From traditional PR and media relations to digital marketing, content creation, and crisis management, we have continuously diversified our capabilities to provide comprehensive communication solutions. It’s important to stress that none of our achievements would have been possible without the dedication and talent of our team members. Building a strong and diverse team, investing in their development, and fostering a culture of openness, opportunities, and collaboration have been key priorities.
What are the key milestones and achievements that have defined the success of the Greek office throughout the past three decades?
A.K.: At Action Greece, we have cultivated a culture of taking good care of clients and always providing solutions that resonate with their ever-changing needs. Building genuine relationships with our clients based on trust, transparency, and results has been fundamental to our growth and reputation.
Moreover, we greatly value our strategic partnerships with affiliate agencies that have enabled us to access new markets, leverage synergies, and deliver integrated communication campaigns that drive tangible results.
Most importantly, building proper teams that are always ready to respond to every client need and request and tailor our services to better fit their requirements is fundamental.
Over the past three decades, the Greek business landscape has undergone significant changes. How has Action Greece adapted to emerging trends and industry shifts?
A.K.: By embracing change, staying ahead of industry trends, and remaining committed to excellence, Action Greece has successfully navigated the evolving business landscape and cemented its reputation as a trusted communications and marketing partner for clients across diverse industries. One of the most significant shifts was digital transformation. Recognising the rising significance of digital channels has been key to growth, and from developing cutting-edge digital marketing strategies to leveraging data analytics and automation tools, we have helped our clients navigate the digital landscape effectively.
Integrated communication solutions follow suit, as clients increasingly require integrated services that provide them with economies of scale and are all accommodated under one point of contact. By combining PR, marketing, social media, content creation, event management, and other communication disciplines, we provide comprehensive strategies that deliver consistent and impactful messaging across multiple channels.
Lastly, especially in the post-pandemic years, relations between us and our clients have become deeper and more personal. By putting our clients’ needs first and providing tailored solutions to them, we have developed enduring relationships built on trust and mutual success.
One of the pillars of success is undoubtedly the team, and at Action Greece, some members have been part of our journey for over 25 years now. How has the office fostered a sense of belonging and teamwork?
A.K.: Making employees feel like they are an integral part of the team has always been a priority. During our 35-year course, we have made a point of fostering an environment where open communication and transparency are encouraged, thus boosting trust and inclusivity within the team.
We believe in recognising and appreciating the contributions of our team members. Whether it’s through formal recognition programmes or simple gestures of gratitude, we ensure that every team member feels valued, heard, and respected for their efforts. In the same context, we invest in the growth and development of our team members. By supporting their professional development, we not only enhance their skills and expertise but also demonstrate our commitment to their long-term success and fulfilment.
Last, we prioritise work-life balance and well-being, offering flexible work arrangements and initiatives since we understand that happy and fulfilled team members are more engaged and productive.
Are there any campaigns or projects that hold a special place in your heart?
A.K.: During my 18-year tenure at Action, we have implemented and carried out countless projects that have made an impact, such as the launch of the first Seaplanes company in Greece or the inauguration of the first integrated wind park on top of Panachaiko Mountain in Patras, in 2007, where we literally had to consult with a shepherd in order to find the best spot for set up.
Nevertheless, the projects closest to my heart were the ones with a purpose, such as our outreach campaign for the Special Olympics, on behalf of Dow Chemicals, back in 2011 or the pro bono campaign we are currently running for Liberty Guide Dogs, a non-profit organisation training qualified guide dogs for the blind or visually impaired. The recent campaign we launched for World Hemophilia Day, on behalf of the Greek Hemophilia Society and our client, CSL Behring, also carries special significance since it enables patients with hemophilia to enhance their everyday experiences.
I could not leave out clients that stayed with us for numerous years and those that are with us to this day, such as Viohalco Group of companies. They have all given us a unique perspective and valuable lessons, equipping us with knowledge, expertise, and new skills.
Beyond the business aspect, how has Action Greece contributed to the local community?
A.K.: At Action Greece, we believe in the power of communication to drive positive change in the world. We understand that many non-profits and community organizations often face resource constraints, especially when it comes to communications and marketing support.
Currently, we are supporting communications and outreach activities, as well as events, for Liberty Guide Dogs, an organization that trains and donates guide dogs for blind people who do not have the resources to buy their own dog. Also, in the past, we helped launch a non-profit that enables jobless, homeless, socially marginalized, and poverty-line individuals to train in tourism and food industry-related jobs.
We are passionate about collaborating with organizations that share our values and are dedicated to making a positive impact.
Looking ahead, what plans and aspirations does Action Greece have for the future, and how do you see the agency evolving over the next years?
A.K.: Aligned with our strategic goals, Action Greece is poised for continued growth, innovation, and excellence. We are driven by a vision of expanding our impact on various fronts, and our primary goal is to further solidify our position as a leading agency in Greece, known for our excellent results and attention to detail. To achieve our objectives, we are eager to expand our market presence and client base, especially in new and fast-emerging sectors.
To meet the ever-evolving client needs, we continuously enhance our product offering with specialized services, such as ESG & sustainability comms, employer branding services, as well as community relations and engagement services.
I believe that the shift from traditional to digital channels will only accelerate in the coming years, and we will see even more digital-first campaigns driven by innovation and creativity.