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Rud Pedersen Strengthens Berlin Operations with Strategic Communications Expansion: Nicole Heyder and Sarah Hoare join as senior leaders to launch a new integrated communications unit
• New leadership from a top-tier consultancy: Nicole Heyder and Sarah Hoare join Rud Pedersen from Advice Partners to take on senior roles in strategic communications.
• Communications with political depth: Rud Pedersen builds on its Berlin operations by launching a dedicated, integrated communications practice.
• Deep integrative offering over spin: The focus lies on crisis communications, leadership positioning, and reputation management in socially and politically sensitive contexts.
Berlin, June 17, 2025 – Rud Pedersen, the European public affairs consultancy, is expanding its Berlin presence and service portfolio with the launch of a dedicated strategic communications unit. Nicole Heyder and Sarah Hoare, two seasoned communications professionals, join from Advice Partners (part of the Grayling Group) to establish a new communications unit that complements Rud Pedersen’s core public affairs work.
Nicole Heyder will serve as Managing Director of the newly established Communications Business Unit, leading the Crisis Communications & Change cluster. Sarah Hoare will head the Leadership & Positioning cluster. Together with Florian Meidenbauer, who continues to lead the Corporate Communications & Industry Promotion cluster, they form the firm’s new communications leadership team.
With this move, Rud Pedersen is taking a deliberate step forward. Originally focused on political consulting, the firm is now building a fully integrated communications offering – closely tied to its existing public affairs expertise. The goal: to support clients across the entire spectrum, from political analysis to public positioning and message delivery – especially in the context of transformation, regulation, or reputational risk.
Hendrik Hagemann, Managing Director of Rud Pedersen Germany, said: "With Nicole Heyder and Sarah Hoare joining the team, we’re deliberately evolving our profile. Rud Pedersen stands for European perspective, political insight, and practical execution. With this new strategic communications offering, we can now support our clients even more comprehensively, from policy expertise to public visibility.”
Nicole Heyder added: "Thinking of communications as image-building only is yesterday’s news. I’m drawn to work that moves the needle socially, economically or politically. Rud Pedersen offers the ideal platform for that: strategic, European, and close to the centre of decision-making powers."
About Rud Pedersen
Rud Pedersen is the European consultancy for companies that aim to make an impact. With an integrated corporate affairs approach, the firm combines strategic communications and public affairs – grounded in expertise, driven by outcomes, and focused on the political context. Since 2020, Rud Pedersen has operated its own office in Berlin, advising national and international clients in regulated and publicly exposed industries. The office is part of Rud Pedersen Group, which operates out of 20 offices across Europe and includes more than 600 professionals.
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