In March 2011, Grayling strengthened its digital and North American capabilities with the acquisition of Atomic PR. Atomic has offices in San Francisco, Los Angeles, New York and London and provides Grayling with an enhanced US presence from which to manage global client accounts.
Atomic uses ComContext, a proprietary communications analytics application, to support and manage client programs. ComContext will be rolled out and integrated into Grayling's global network. Grayling has been working with Atomic since 2009 through a joint venture relationship. The two companies share an understanding of Atomic's proprietary software and have developed a strong cultural fit.
Atomic mixes traditional PR with digital, social media, video and search engine optimisation, enhanced by the use of communications analytics, to achieve significant improvements in the effectiveness of client PR programs.
The company has implemented numerous breakthrough campaigns for progressive technology, consumer and entertainment brands. These include start-ups such as Bebo, Mint.com and Smule, mid-stage companies such as LinkedIn, Ingres and LivingSocial, as well as leading publicly traded companies and global brands including Verizon, Intuit, NETGEAR, Pioneer Electronics and Polaroid.