The Enterie agency network, operated by the Polish PR and communications agency Profeina, and the Bulgarian United Partners network have launched a strategic collaboration. Their shared goal is to build a global offering while maintaining local effectiveness and expert quality.
The PR industry is undergoing profound change: AI‑based tools are now supporting teams in many tasks, from content creation to data analysis. Research by IPRN shows that 83% of PR agencies already use AI—for editorial work, research, and data analytics.
However, AI tools alone cannot match creativity, deep brand understanding, or cultural context. Where relationships, authenticity, and trust are crucial, partnerships remain the best solution.
In this context, agency networks that collaborate rather than compete gain a clear advantage: they can combine know-how, increase operational scale, and broaden the range of competencies to respond more effectively to clients’ communication challenges.
Enterie & United Partners Collaboration
Founded in 2017, Enterie specialises in PR and strategic communications for technology brands and startups, and has developed its proprietary EnterieGO platform for distributing press releases. Enterie operates primarily in Europe, the USA, and the Middle East.
United Partners brings experience in areas such as employer branding and public affairs, working with clients in the consumer, technology, healthcare, and public sectors. United Partners has a partner network in over 60 countries, including the Middle East, Turkey, and the Gulf region.
Both networks aim to offer services in industries where each has strong expertise. Through collaboration, they expand their reach and can run international campaigns on an even larger scale.
Both Enterie and United Partners have long-standing experience in international campaigns—for example, Enterie has managed communications for the integration of two educational companies across eight countries, as well as a PR campaign for EU institutions simultaneously in 34 countries.
United Partners, for its part, has a proven international track record. A few years back, the agency was appointed by Diageo as its strategic culture and entertainment partner across 6 countries in Central and Eastern Europe. More recently, its work with IT leader Kyndryl earned global recognition with two IPRA Golden World Awards for Excellence. The first, for ‘Integration of Traditional and New Media’, was for a multilingual virtual event involving leading media and influencers from regions like EMEA, India, and Japan. The second, for ‘Community Relations’, recognized a campaign run jointly with UP’s partner agency in Mexico, ágora, in close collaboration with Kyndryl Mexico and the country’s Ministry of Economy.
Benefits for Clients
Clients gain access not only to a broad range of PR services across multiple markets but also to specialists familiar with the specifics of different industries—experienced in supporting medical, technology, financial, tourism, and public sector clients.
With local network partners, communications can run simultaneously across countries while taking national context into account. Local offices and teams enable strategies to be adapted to language, media culture, and audience expectations in each market.
- The independence of both networks ensures clients enjoy a flexible approach, rapid response, and clear collaboration terms – says Maria Gergova‑Bengtsson, CEO & founder of United Partners. – We believe the true strength of independent agency networks comes from complementing each other and building bridges. Collaborating with Enterie is a natural step towards a global offering with local effectiveness – adds Bengtsson.
Foundation of the Partnership
Rather than treating other agencies as competitors, Enterie and United Partners focus on building alliances, sharing resources and knowledge. In an era where many processes are automated, human relationships and partnerships remain a key communication asset, giving agencies flexibility and resilience.
- Maria and I have always prioritised collaboration over competition. Partnership between our networks allows us to reach clients beyond the red ocean of rivalry. Together, we are building a new agency model—not based on dominance, but on cooperation – says Magdalena Górak, CEO of the Polish agency Profeina and founder of the Enterie network.
- Magdalena perfectly captures our shared philosophy. We believe the future of our industry won’t be built on dominance, but on cooperation. In a time when technology and AI can automate almost everything, what truly sets us apart are human relationships, cultural understanding, and trust. This alliance gives clients something no algorithm can – senior, trusted teams on the ground, in every market, working together with the speed and intuition that only real collaboration can bring – shares Maria Gergova-Bengtsson, founder and CEO of the Bulgarian agency United Partners and The United Partners Network.
