Eurocom Worldwide, the global PR Network for B2B & Technology, brought together its international member community in Bucharest, Romania, from 24 - 26 September 2026. The 23rd Annual Conference was hosted by Romanian member Lighthouse PR led by CEO Ana Maria Gardiner.
Becoming Strategic Advisors
Under the theme “Fit for Reality. Fit for the Future,” agency leaders from across the network explored how their businesses and people must evolve to deliver value beyond the commoditised services enabled by AI. The roadmap for many agencies is becoming increasingly clear: moving beyond the traditional role of client operators towards a new role as strategic advisors, working at eye level with clients’ top management. However, this involves a major shift in the agencies’ service offering and staff capabilities.
The Power of the Network
“PR agencies are tossed to and fro amidst economic uncertainty, changing client expectations and the rapid transformation driven by AI,” said Mike Maynard, Chairman of Eurocom Worldwide. “We have discussed this in depth at our Annual Conference in Bucharest and from many different angles. One conclusion became more obvious than ever: Together as a network we have far more capabilities and opportunities than as single agencies operating alone in our local markets.”
Protecting Intellectual Property against AI
AI and Generative Engine Optimization (GEO) were central to the conference programme, with delegates exploring how agencies can turn emerging technologies into practical business value while protecting their intellectual property, expertise and client relationships. Sessions also focused on the growing importance of trust and reputation: In a world where AI makes generic awareness cheap and easy to produce, trust is what decides whether that attention is worth anything.
Practical Challenges and pragmatic Advice
The conference placed particular emphasis on practical collaboration. Members shared real-world challenges and advice around their evolving business models, how to shift to a more strategic approach, balancing client relations with unpredictable workloads and revenues and how to pay for technologies that are expected by clients as standards. Perhaps the biggest challenge of all remains the core of each agency – the staff itself. And the question how to shift Gen Z’s expectations of work from a focus on well-being towards greater resilience, performance and self-confidence.
Celebrating and welcoming Members
The Bucharest conference provided an opportunity to celebrate the resilience and continuity of the Eurocom Worldwide network.
LEAD in Latvia, represented by Vineta Savicka and Silvestrs Savickis, was recognised for 20 years of membership. Gabriel Marketing Group in the US led by Michiko Morales and represented by founder Leah Nurik were congratulated on 10 years of membership with Eurocom Worldwide.
The network welcomed Roke in Turkey, represented at the conference by CEO Kagan Koncak, marking a further expansion of Eurocom Worldwide’s global coverage.
