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    Profile of registrant

acumen public affairs

Identification number in the register: 85679286747-21
Registration date: 20/09/2011 15:08:11

The information on this entity was last modified on: 09/09/2014 09:49:11
The date of the last annual update was: 09/09/2014 09:49:11

This entry follows the format of the previous Register. It will be changed to the new format when the entity makes the next update.
Next update due latest on: 27/04/2015

    Registrant : Organisation or self-employed individual

acumen public affairs


    Section of registration

I - Professional consultancies/law firms/self-employed consultants

Professional consultancies

    Contact details

Rue de la Loi, 227
P.O. box: 4
Brussels 1040

(+32) 2 669 16 00

(+32) 2 610 77 66

    Person with legal responsibility

Ms  Elaine Cruikshanks


    Person in charge of EU relations

Ms  Elaine Cruikshanks


    Goals / remit

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.

  • European
  • global
  • national


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.

    Number of persons involved in the activities described in the box above


    Persons accredited for access to European Parliament premises

First name Surname Start Date End Date
Abigail Jones 18/10/2014 15/10/2015
Giles Keane 19/12/2014 17/12/2015
Elaine Jean CRUIKSHANKS 19/12/2014 17/12/2015
Uzoamaka Madu 19/12/2014 17/12/2015
Emma Brown 14/10/2014 10/10/2015
Ana-Maria Nia 24/07/2014 22/07/2015

    Fields of interest

  • 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

    Membership and affiliation

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

    Financial data

01/2013  -  12/2013

600,000  € - 700,000  €

  • 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
  • Mastercard
  • Daikin
  • LEO Pharma
  • PlasticsEurope Services SPRL

0 €

0 €

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