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The Rud Pedersen Group is a fast-growing public affairs and strategic communications consultancy comprised of Rud Pedersen Public Affairs, Rud Pedersen Communications, RP People, Welcom, Fabula, VA, CNTVRS, META Advisory and Issuemakers across 19 European offices.

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Marking its fourth market entry investment in the past 12 months, Rud Pedersen Group today announces the acquisition of leading Dutch strategic communications agency, Issuemakers.  With this long-planned strategic move into The Netherlands, Rud Pedersen has further extended its unique geographic footprint, offering political engagement, stakeholder relations and corporate communications counsel across 19 European markets.

**Morten Rud Pedersen, Founder and CEO of Rud Pedersen Group**, commented on the acquisition:  

“We have been active in The Netherlands already for a number of years. As a result of ever-increasing demand from our clients, we are thrilled that we have found the right partner in Issuemakers to formalise our presence in the Dutch market.  

Issuemakers has a unique market position in The Netherlands. They are expert agenda setters, and we increasingly see the need to combine high level public relations and issue management alongside public affairs – both in this ever more dynamic Dutch market and across Europe.  Sybrig, Mayke and the whole Issuemakers team align well with our core values rooted in our Nordic origins - and we are excited to welcome them to the Rud Pedersen team.” 

Issuemakers was founded in in 2008 by Mayke van Keep and Sybrig van Keep. Together they bring decades of experience in strategy, communications and raising issues to the political and social agenda. They are co-authors of the book ‘Issue thinking, Real bosses make an impact’ and have both been named on TheNextWomen100 list.  

**Mayke van Keep Co-Founder and Managing Partner of Issuemakers** commented:   
"We are pleased with this acquisition. The RP Group appreciates and respects our approach and are strengthening our services as we now have access to the expertise and knowledge of over 600 international colleagues." 

**Sybrig van Keep, Co-Founder and Managing Partner of Issuemakers** commented on the acquisition:   
“Discussions in the public sphere are becoming increasingly complex, and European legislation is becoming more decisive. As part of Rud Pedersen Group, we can better advise our clients on the latest European developments and trends and help them achieve their strategic goals. Moreover, our employees will have the opportunity to collaborate internationally with colleagues from across Europe, from London to Sofia and Stockholm to Madrid."  

Mayke van Keep and Sybrig van Keep will remain as Managing Directors of Issuemakers meaning clients can continue to count on the same personal and engaged approach they know and value. Working with issues will remain a key focus and starting point for the Group’s advisory services in The Netherlands.

![](https://a.storyblok.com/f/132232/3500x2333/5907ef54ec/issuemakers-team-photo-january-2024.jpg)

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**About Issuemakers**

Issuemakers was founded in 2008 by Mayke and Sybrig van Keep. The agency advises its clients on social and political issues that are or could become important to their reputation, profiling, and business continuity. It challenges its clients to see issues as opportunities rather than risks and to act accordingly. With its issue-focused approach, the agency often operates at the intersection of policy and communication, with a focus on content and impact. Issuemakers works for a diverse group of clients, including companies, government institutions, and social organizations. Since its inception, it has published the Issue Calendar annually, made the Issue Award possible, and organized the Issue Congress in January to highlight important developments in the field.  

**About Rud Pedersen Group** 
The Rud Pedersen Group is a partner-led and independently owned public affairs and strategic communications agency. Founded in 2003 by Morten Rud Pedersen in Sweden, the agency has grown from a single-person operation to over 600 highly specialized partners and employees, operating in 19 offices across 18 European countries. Rud Pedersen specialises in government relations, public and regulatory affairs, communications, and issue management. By combining a deep understanding of political systems and influencing mechanisms with public relations expertise, Rud Pedersen assists clients in navigating societal, political, and market dynamics relevant to their businesses. The agency equips clients with the tools needed to achieve their business objectives through public affairs and communication efforts at local, national, and EU levels. 

Rud Pedersen enters Dutch market with acquisition of Issuemakers

*By: [Sumin Nam](/rud-pedersen/en/contact/germany/sumin-nam), Director & Head of Energy with Rud Pedersen Public Affairs Germany*

The upcoming European Elections are creating some uncertainties around energy policy, with a substantial rollback of measures (concerning Green Deal/fit-for-55) having the potential to be excluded due to three reasons: (1) Majorities needed to reverse regulation will be slim, (2) a lot of the regulation is currently already implemented on national level and (3) the EU procedural statutes call for certain continuity. 
 
However, case-to-case changes still can occur and might affect files that are of specific German interest:
**1. The Energy Tax Directive** has not yet been formally adopted and hence is one of the few files left of the Green Deal agenda. The main content, to account for GHG-emission intensity amongst different fuel type taxes, is considered a driver in the decarbonisation of (notably) the transport sector – a sector Germany notoriously fails to reach the emission targets in. A delay, change or revision remains on the table after the council did not reach an agreement in the past years.
**2. The ETS II, planned to go into full force in 2027**, will set a certificate price for the transport and building sector. It cannot be ruled out that a new EU COM will touch the system given the price increase and hence high burden on EU citizens. Germany, who has already earlier established a national (fixed) price system for these sectors, will watch closely how, and if, the system transmission will play out. 

**Summarising**
The calls of the (not least vocal German) industry will weigh in on the next commission’s agenda – and an “industrial deal” could hence follow that mitigates costs, reduces red tape, and ideally does not revert, but instead compliments, its green predecessor. Still, new regulation in the energy space is needed – from the EU’s 2040 emission reduction target to the potential integration of carbon removal into the emission trading system. Whatever the outcome, German, national policymakers and industrial actors will be alert.

European elections 2024 serve as a litmus test for energy policy

*By: [Nina Hyvärinen](https://www.rudpedersen.com/contact/finland/nina-hyvaerinen), Senior Adviser Rud Pedersen Public Affairs Finland, focusing on EU-affairs, geopolitics, technology and security policy. Nina is passionate about EU politics and natural in navigating the behind-the-scenes and the corridors of Berlaymont.*

The European Parliament elections and the election of the new Commission will determine who will wield the sceptre of power and in which direction Europe will be taken in the coming years. Of course, this does not happen in a vacuum, as Europe is part of the global playing field and geopolitical power struggle. For the companies operating on the international markets, it is not irrelevant what kind of global role the new EU leaders seek. Will they take an active role, or will the EU fall into the role of a bystander?

Europe is feverishly looking for new ways to succeed. Many have announced that churning out new initiatives and legislation cannot be the primary way. Geopolitical and economic uncertainties will not disappear, rather the opposite. Europe's strategic position, competitiveness and the internal market are important when the direction of the EU is decided as the power changes in Brussels.

**The devil is in the details in internal market reforms**

[The April meeting](https://www.consilium.europa.eu/media/m5jlwe0p/euco-conclusions-20240417-18-en.pdf) of the European Council announced a New European Competitiveness Deal and outlined the preparation of a new horizontal strategy for the internal market by June 2025. Various reports have been ordered as inputs.

Former Italian Prime Minister Enrico Letta's April report on the development of the internal market has served as a good opening for discussion, and we should have a look at the proposals in it, whether we like them or not. Some of them will also appear in the work programme of the next Commission. The report contains things that Letta seems to have included based on the discussions with some Commission experts. It is useful for companies to take a look at the rather massive report and see if there is anything they want to promote, or on the other hand, to prevent.

Another Italian, Mario Draghi, is currently preparing his report on European competitiveness. This is expected to be an even clearer input to the Commission's work programme, as he draws it up at the request and with support from the Commission team. In his April [speech](https://belgian-presidency.consilium.europa.eu/media/v1mhgwtw/20240416-draghi-speech-la-hulpe-16-april-as-delivered-clean.pdf), Draghi outlined his approach at a general level. The speech shows ambitions to unite national players into larger, but less numerous, European operators. Draghi mentions **telecom operators** as an example.

**The internal market is the EU's strength, but in many places companies still face 27 separate markets and sets of rules.** The absence of a functioning capital market has been raised as one of the obstacles to obtaining financing for companies and the movement of capital within the EU. Companies and industry associations are the best at opening up the challenges and necessary reforms that concern them.

It's easy for many companies to agree on major policy priorities, and they may not necessarily impact the business of individual companies. But the devil is in the details and that is where the problems often arise. The challenges are long preparatory processes and institutional negotiations, where small amendments can cause big problems in practice. These negotiations and decision-making processes can be challenging for individual companies and organizations to follow and keep up with.

**Will the new Commission focus on implementation of the avalanche of legislation the EU has passed, or will it start producing new proposals?**

**In the EU, several large legal packages have been issued during the current term, and the implementation is only at the beginning. Companies are adapting to the required changes**. This takes time.

**Another challenge for companies is that different laws may contain overlapping, and sometimes even conflicting, requirements.** The cumulative effects of the requirements can also be significant for some companies. One regulation here and another there, and suddenly the regulatory burden on companies is really heavy.

Industry associations and companies play a key role in clearing the regulatory jungle, as they have concrete information and insight into how different regulations affect and what should be clarified and perhaps dismantled completely. The **forest industry** is one example that is affected by dozens of different laws and regulations.

It will be interesting to see by what metrics Europe's success will be judged at the end of the next term. Will the number of legislative and policy initiatives in the Commission's work programme also be counted in the coming term? **All we know is that there will continue to be initiatives and changes affecting the business environment of companies. Companies should actively participate in the discussion in Brussels and build networks before they are needed. This is a perfect time for building relationships.**  

The EU and the internal market

As the Group’s 18th office in Europe, and second opening this year, Rome continues a trend of expansion across Europe’s major capitals. The firm’s growing footprint further supports advisers in their mission to help clients with multi-jurisdictional business needs and provide locally adapted solutions. 

Luigi Ferrata will lead the new office, bringing to the Group his two decades of experience advising international businesses. Luigi has previously managed projects in Italy and at EU level with a focus on ICT, energy, and healthcare. He was previously Head of Public Affairs at Engineering Group, a multinational organisation with approx. 15,000 employees. A member of one of the leading think tanks in Italy, AREL, and the scientific committee of ASviS, the main sustainability platform in Italy, Luigi regularly contributes to public debates on politics and decision making.

**With Brussels' Managing Partner, James Stevens**, himself an Italian national, serving as Vice-President of the Board for the Rome office, the link between Rome and the rest of Europe is already well-established.

The office also welcomes Associate Director Niccolò de Arcayne and Associate Salvatore Mazzocca for the opening. Niccolò has extensive experience in consulting, with a primary focus on the healthcare sector and will be supporting the Rome office to coordinate with the Group Healthcare team led by Trine Ann Behnk. Salvatore has been working for two years in Rud Pedersen’s Brussels office but will be moving to Rome to support the new office, with specialisms in food and agriculture, and energy and climate.

**Reflecting on his new role, Luigi Ferrata, said** “I am thrilled to be opening Rud Pedersen’s Rome office and creating new opportunities for clients in this market. With offices in key European capitals, including at the heart of the EU in Brussels, Rud Pedersen offers clients a comprehensive and multi-market approach to problem solving. We are looking forward to building a bridge to other influential cities and supporting clients to engage effectively with EU decision makers.”

**Commenting on this Italian expansion, Founder and CEO Morten Rud Pedersen said** “It is great to welcome Luigi and the Rome office to the Rud Pedersen Group. This is a market we have been looking to work in for a while, with many existing clients who have interests in Italy. Luigi has the experience and network in Rome to understand the needs of our clients and offer creative solutions to meet them. It is great to open with a solid team and our expansion into this market means we can now offer support to clients from 18 of our own offices across Europe, covering the five most populated countries in Europe.”

Rud Pedersen opens office in Rome: connecting key European capitals.

The initiative extends the firm’s footprint across the continent, increasing its ability to support clients with multi-jurisdictional advice and locally adapted solutions as they respond to public interest in their business activities. 

The new office is led by Jakub Hudec, a seasoned professional with long experience advising international organisations in both the private and public sectors. Jakub has previously managed teams across both Czechia and Slovakia, supporting clients to make meaningful contributions to public debate and achieve their strategic goals in Central Europe.

**Discussing his new role, Jakub Hudec, said** “I am delighted to join Rud Pedersen at such an important moment for Europe. I am looking forward to presenting the Rud Pedersen approach to the business community in Czechia, as well as those investors seeking opportunities and companies facing strategic challenges in the region. Building upon the Group’s impressive recent growth, adding another EU member state, as well as Ukraine, Norway and the UK, undoubtedly strengthens the offer to companies with cross-border interests in regulated markets.”

**Commenting on the latest investment, Founder and CEO Morten Rud Pedersen said** “It is fantastic to have Jakub on board to spearhead our growth into Czechia. I have very fond memories of Prague from 1990 when the city became my second home. It was a historic time in Europe’s political development, which now faces its greatest threat since the fall of the Iron Curtain, and so to be opening an office here feels like a full-circle moment.”

Rud Pedersen opens office in Prague, further extending the Group’s European reach.

Rud Pedersen Group announced today that it will acquire a 30% stake in RetiEspaña, located in Madrid. RetiEspaña is a leading government relations and public affairs consultancy in Spain that supports clients to navigate complex political, regulatory and communications challenges. RetiEspaña will become a full member of the Group and be the Group’s representation in Spain. Alfonso López, Founder and CEO will continue leading RetiEspaña.

“With this partnership, we solidify our footprint in Europe, to meet the needs of our clients and be able to include Spain in our Europe-wide projects and offerings” said Morten Rud Pedersen, CEO, President, and Founder of Rud Pedersen Group. “I have known Alfonso for a number of years and have been impressed by RetiEspaña’s reputation in Spain and the culture of the company which will complement our growth throughout Europe. We are excited to work closely with our new Spanish colleagues in the months and years to come and integrate RetiEspaña’s knowledge, insights, and experience into the wider Group’s proposition.”

Alfonso Lopez, CEO of RetiEspaña said “We are delighted to become part of Rud Pedersen Group, an organisation renowned for its excellence in institutional relations and strategic communications. This partnership will allow us to expand our influence and enhance our service offerings for our clients. We remain committed to our mission of providing high-level consultancy and look forward to a future of shared growth and success.” 

RetiEspaña’s specialty straddles a complex mix of corporate diplomacy, stakeholder analysis, market intelligence, media relations and positioning, as well as strategic communications and government relations advisory. The company’s team of 20 professionals brings on board deep expertise in political and communications backgrounds and works across a broad spectrum of clients ranging from finance, tech, agriculture, defence and healthcare.

Every Client with a Message Deserves to be Heard

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Every client with a message deserves to be heard

European Group with Global Reach

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News & Insights

Rud Pedersen enters Dutch market with acquisition of Issuemakers

European elections 2024 serve as a litmus test for energy policy

The EU and the internal market

Rud Pedersen opens office in Rome: connecting key European capitals.

Rud Pedersen opens office in Prague, further extending the Group’s European reach.

Rud Pedersen Group acquires stake in RetiEspaña

Rud Pedersen enters Dutch market with acquisition of Issuemakers

European elections 2024 serve as a litmus test for energy policy

The EU and the internal market

Rud Pedersen opens office in Rome: connecting key European capitals.

Rud Pedersen opens office in Prague, further extending the Group’s European reach.

Rud Pedersen Group acquires stake in RetiEspaña