A specialised multi-market communications team on your doorstep

Breaking through in multiple markets takes more than translation; it requires communications that connect across languages, cultures and channels. That’s exactly what Action 360ˣ, the global coordination hub of Action Global Communications delivers.

Here, Rebecca Theodorou, Managing Director of Action 360ˣ, discusses the team’s tailored, strategic approach to help brands scale their voice and impact internationally.

Action Global Communications has a proud legacy rooted in Cyprus for over 50 years. How has the company’s Cypriot origin influenced its evolution and its current global offering, particularly through Action 360ˣ?

Action is a family-founded and family-owned company, so these are values that really shine through our company culture and how we approach our client relationships. We see ourselves not just as a service provider, but as long-term and added-value partners to our clients, who work alongside them to support in tangible actions and results that can drive business value. The value that this ethos and approach can bring to a business is reflected in our client retention; at Action 360ˣ, our average client relationship spans over eight years, far above industry norms. Much of our growth for this specialised division today comes through referrals and long-standing collaborations that have evolved into multi-market success stories.

Action 360ˣ specialises multi-market communications, a tailored offering that seems especially relevant in today’s marketplace. What inspired the development of this specialised division, and how does it fit within the wider capabilities of Action Global Communications?

Action 360ˣ's offering was born out of a growing need we heard directly from clients; those already working with us in individual markets wanted a more integrated, consistent approach across borders. They trusted the ‘Action way’ and wanted that same level of quality, agility, and local insight everywhere. So we created a central coordination hub that brings together our in-market teams and like-minded partner agencies under a unified strategic umbrella. Today, Action 360ˣ oversees and manages complex campaigns from Latin America to China and everywhere in between, combining local expertise with centralised oversight. It’s a natural extension of Action’s core strengths—deep local knowledge, trusted partnerships, and a commitment to delivering business results at scale.

How does Action 360ˣ support multinational companies in amplifying their reach across borders while staying relevant locally

With over two decades of experience managing multi-market communications, we know how to help brands scale their presence internationally, without losing local relevance, or straying too far from their core brand positioning. Our process starts with defining success in alignment with business objectives, then tailoring strategies to each market’s context, audience, and media landscape. We offer a centralised model that optimises efficiency, resources, and budgets, but that is layered with local intelligence to ensure that it still works in the local market context and delivers results. For instance, a thought leadership piece created for one market can be adapted for others, translated, localised, and redistributed across digital and social channels for amplified reach and SEO value. That kind of strategic reuse turns single assets into multi-market impact drivers.

What are some of the biggest challenges companies face when trying to roll out communications campaigns across multiple markets and how do you help them overcome these challenges?

Striking the right balance between global consistency and local nuance is one of the most common – and complex – challenges in multi-market campaigns. The core brand narrative must remain intact, but it also needs the flexibility to feel authentic at a local level. Too rigid, and the messaging feels tone-deaf. Too loose, and you risk brand fragmentation.

When we run large multi-market campaigns for our clients – be it across the MENA, CEE, Central Asia, or even APAC regions - at Action 360ˣ, we serve as the central strategic hub, working closely with our local market teams and agency partners to bridge that gap. Our role is part brand ambassador, part integrator, part problem-solver: ensuring that every execution delivers local relevance while maintaining the integrity of the brand.

This only works through constant collaboration, transparency, and a shared commitment to both strategic clarity and creative flexibility.

What makes Cyprus not just your home base, but also an ideal launchpad for a multi-market communications hub like Action 360ˣ?

Cyprus offers more than just a strategic location; it’s a cultural crossroads with a globally-minded workforce. Our team is multilingual, coming from a wide range of different cultures and backgrounds, which gives us a natural edge in multi-market communications. Companies with a similar offering to ours that are based in the UK or US can have quite a Western mindset that doesn’t adequately reflect the perspective of Middle East, North Africa, or even CEE-based audiences.

Our timezone also works in our favour. In fact, one of our biggest clients (whose work we coordinate across 26 markets) is based in China. We speak to them in the morning our time, but are still online to coordinate with our partners in the US from mid afternoon. At Action 360ˣ, we offer a truly tailored solution for brands looking to scale and make an impact internationally across markets, languages and cultures.

About Rebecca Theodorou

As managing director of Action 360ˣ, Rebecca Theodorou oversees the communications strategies, brand positioning and implementation of multi-market PR activities and campaigns for Action’s international clients. Rebecca has led successful communications campaigns in the CEE, CIS, MENA and APAC regions for a wide range of clients across a range of industries including financial services, aviation, healthcare and pharmaceutical. She is also specialised in crisis communications, and was the crisis lead for British Airways’ communications agencies across the Middle East and Central Asia for several years. Under her leadership Action 360x has established itself as a key player across multiple markets and industries, including finance and healthcare, specialising in multi-market strategies and coordination.