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Profile of registrant

acumen public affairs

Identification number in the register: 85679286747-21
Registration date: 20/09/11 15:08:11

The information on this organisation was last modified on 09/09/14 09:49:11
The date of the last annual update was 09/09/14 09:49:11

Registrant : Organisation or self-employed individual

Name/company name: acumen public affairs
Legal status: sprl
Website address:


Section: I - Professional consultancies/law firms/self-employed consultants
and more precisely: Professional consultancies

Person with legal responsibility

Surname, Name: Mrs  Elaine Cruikshanks
Position: Partner

Permanent person in charge of EU relations

Surname, Name: Mrs  Elaine Cruikshanks
Position: Partner

Contact details:

Contact details of organisation's head office: 227 Rue de la Loi 
P.O. box: 4
Brussels 1040
Telephone number: (+32) 2 669 16 00
Fax number: (+32) 2 610 77 66
Other contact information:

Goals / remit

Goals / remit of the organisation: acumen public affairs is an independent consultancy set up in 2010 to combine the very best of big agency experience with hands-on senior support. Founding partners Elaine Cruikshanks, Abigail Jones and Giles Keane have an unrivalled track record in public affairs and strategic communications gained over more than 50 years of working for corporations, governments, trade associations, NGOs and international institutions in Brussels, Geneva and beyond.

acumen public affairs' philosophy is to provide clients with value adding strategic counsel and high quality execution – by the same people. When we commit to an assignment, this means personal supervision and implementation by Acumen partners from beginning to end. That way we can ensure that we deliver results and surpass expectations – and do so at competitive prices that only an independent agency can offer.

acumen public affairs believes in the power of taking an integrated approach to advocacy and communication to achieve outcomes that have a tangible impact on business performance. We have a track record of developing winning strategies that are sustainable, by identifying a confluence of interest among key stakeholders. In other words, we are skilled at squaring the circle between the private and public sectors and ordinary citizens by addressing the human aspects of issues in a regulatory or business context.
Level of interests represented:
  • national
  • European
  • global

Number of persons engaged in activities falling under the scope of the Transparency Register

Number of persons: 7
Complementary information:

Persons accredited for access to European Parliament premises

First name Surname Start Date End Date
Abigail Jones 18/10/14 15/10/15
Giles Keane 19/12/14 17/12/15
Elaine Jean CRUIKSHANKS 19/12/14 17/12/15
Uzoamaka Madu 19/12/14 17/12/15
Emma Brown 14/10/14 10/10/15
Ana-Maria Nia 24/07/14 22/07/15


Main EU initiatives covered the year before by activities falling under the scope of the Transparency Register:

CAP Reform,
Clinical Trials,
Cybersecurity Strategy
Directive on the protection of animals used for scientific purposes,
Eco-design Directive,
Energy Efficiency Directive,
EU Development Policy,
F-Gas Regulation,
Food Security,
MIFs Regulation,
NIS Directive,
Payment Services Directive,
Risk Management and Risk Communications,
Toy Safety Directive,
Transparency Directive,
Waste Framework Directive,
Packaging and Packaging Waste Directive.

Fields of interest for e-mail alerts on consultations and roadmaps;

Fields declared by the organisation:
  • Agriculture and Rural Development
  • Audiovisual and Media
  • Budget
  • Climate Action
  • Competition
  • Consumer Affairs
  • Development
  • Economic and Financial Affairs
  • Energy
  • Enterprise
  • Environment
  • Food Safety
  • General and Institutional Affairs
  • Home Affairs
  • Information Society
  • Internal Market
  • Justice and Fundamental Rights
  • Public Health
  • Research and Technology
  • Taxation
  • Trade
  • Transport


Information on (i) organisation's membership of any associations/federations/confederations or (ii) relationships to other bodies in formal or informal networks.

British Chamber of Commerce (BritCham)
American European Community Association (AECA)
European Public Affairs Consultancies' Association(EPACA)
EurActor by EurActiv

Financial data

Financial year: 01/2013 - 12/2013
Share of turnover related to representing interests to EU institutions on behalf of clients:
600000  € - 700000  €

Clients with turnover below 50000 €.
  • Toy Industries of Europe - TIE
  • Cargill
  • Syngenta
  • EAACI - European Academy of Allergy and Clinical Immunology Organisation
  • Baltic Farmers
  • Nominet UK
  • JRAIA - Japan Refrigeration and Air Conditioning Industry Association
  • EBU - European Broadcasting Union
  • CEMBUREAU, the European Cement Association
  • EFPIA - European Federation of Pharmaceutical Industries and Associations
  • spiritsEUROPE

Clients generating a turnover of 50000 € - 100000 €.
  • Mastercard
  • Daikin
  • LEO Pharma

Clients generating a turnover of 100000 € - 150000 €.
  • PlasticsEurope Services SPRL

Amount and source of funding received from the EU institutions in financial year n-1 of registration
Procurement: 0 €
Grants: 0 €
Other (financial) information provided by the organisation:

acumen public affairs has tried to take a very responsible approach to its ETI registration. Outlined below are the details of the approach taken.

To determine our total turnover linked to lobbying the EU institutions we:

1. started with our total fee revenue for 2013:
2. deducted all revenue generated by services completely unrelated to the EU institutions or which involved absolutely no contacts with any official or politician of an EU institution
3. included work which, while not lobbying, is very closely connected with the EU institutions and which, in pursuit of transparency should be declared

The resulting figure became our total lobbying revenue for the purposes of the register. In total our approach has excluded from registration a third of our revenue.

Given the absence of detailed rules from the European Commission, we have had to make judgments in many cases about what was and was not EU lobbying – especially when we do both EU lobbying and other kinds of work for clients. Generally, we have imposed a very wide interpretation of what should be considered lobbying. If we were helping a client to engage with the EU institutions on an issue, we have generally counted all our efforts as lobbying (preparation, intelligence gathering, strategic advice, implementing contacts, preparation of materials, media relations in support of lobbying campaigns etc) even if some aspects of the work could be excluded from registration based on informal guidance provided by the European Commission.

Code of conduct

By its registration the organisation has signed the Transparency Register Code of Conduct.

The organisation has also declared to be bound to the following other Code:
EPACA Code of Conduct