Global automobile company

Keeping a finger on the pulse of FTA talks

The positive completion of the EU’s FTA negotiations with its home country was of huge strategic and business importance to an Asian multinational. SEC Newgate EU was their eyes and ears in Brussels.

Our approach

Working closely with the HQ’s home country embassy in Brussels, SEC Newgate EU provided the client with public affairs and public relations strategic advice during the negotiations. SEC Newgate EU developed detailed European intelligence and monitoring reports and kept the client abreast of relevant EU and stakeholder events. SEC Newgate EU supported the client with messaging and outreach.

The result

Through targeted outreach to Brussels-based stakeholders, the client managed its profile within EU decision-making circles and established itself as an important stakeholder in the debate surrounding the FTA. The final deal was favourable in terms of removal of trade barriers and technical requirements.  Overall the FTA has been a huge success, with trade in goods and services between the two countries expanding significantly.