What Cambre Associates does

SEC Newgate EU, formerly Cambre Associates, is a Brussels-based strategic communications and public affairs consultancy founded in 2001 that advises trade associations, multinational corporations and governments on influencing EU policy, navigating regulatory processes, and managing reputation. The firm operates a broad 13-line service portfolio covering public affairs and government relations, media relations, policy communications, regulatory affairs, association management, reputation and crisis management, research and analysis, digital communications, stakeholder engagement, EU funding advisory, event management, design and branding, and internal communications. Documented client work spans regulated sectors including chemicals, healthcare, energy, technology, financial services, automotive and retail, with named engagements for entities such as a Polymer Association, a major pharmaceutical company, the European Cancer Organisation, the European Banking Federation, BSA | The Software Alliance, Repsol, and an EU neighbourhood country government.

The firm was acquired by SEC Newgate Group in 2021 and rebranded as SEC Newgate EU in January 2022, integrating into a global strategic communications network of more than 1,000 professionals operating from over 40 offices across five continents. The Brussels entity itself runs with 11-50 professionals supported by a senior adviser bench of approximately ten former EU insiders (former MEPs and EP Vice President, ambassadors, career diplomats, a former BBC senior journalist, and ex-EU civil servants), giving clients direct access to EU institutions, Member States and European journalists. Quantified outcomes are publicly cited — including an eight-fold reduction in negative coverage for one government client and conversion of more than 90% of top-tier international media coverage to neutral or positive within three years.

Revenue is generated through fee-based professional services engagements, combining ongoing association management retainers, project-based advocacy and public affairs campaigns, and quote-based consultancy. Pricing is not publicly disclosed. The go-to-market is sales-led, combining thought leadership content (themed series such as #TradeViews, #TechAways, #FINsights, #SECurityBrief), the award-winning #BrusselsCalling media debate event, published case studies, and direct client engagement, with the group pursuing geographic and vertical expansion through acquisitions including the 2024 purchase of Dutch firm Wepublic and a 70% stake in Latin American agency 'another'.

Name

Cambre Associates

Legal name

SEC Newgate EU

Website

https://cambre-associates.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

11–50 employees

Short description

SEC Newgate EU (formerly Cambre Associates) is a Brussels-based strategic communications consultancy providing EU public affairs, regulatory affairs, media relations, and association management services to trade associations, multinational corporations, and governments.

Ownership category

akta.pro rank

Product category

Public Affairs and Strategic Communications Consulting

NAICS

Public Relations Agencies (54182)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Policy, Regulatory & Public Affairs Research (BPAHALAF)

akta.pro secondary industry

Regulatory Compliance Advisory (BPAHAFAB)

Keywords

• Public affairs consulting
• Strategic communications
• Government relations
• EU regulatory affairs
• Association management

Headquarters

HQ city

Atlanta

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Revenue model

1. Strategic Communications Consulting: Fee-based consulting services for public affairs, public relations, regulatory affairs, and communications. Revenue generated through professional service engagements with trade associations, corporations, and governments.
2. Association Management Services: Ongoing management and representation services for trade associations, providing membership administration, advocacy support, and operational management.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Brussels-based consultancy offering public affairs, government relations, media relations, regulatory affairs, policy communications, reputation and crisis management, association management, research and analysis, digital communications, stakeholder engagement, event management, EU funding advisory, design and branding, and internal communications. Operates as the EU arm of SEC Newgate Group, serving trade associations, governments, and multinational corporations navigating EU policy and regulatory landscapes.

Product overview

SEC Newgate EU (formerly Cambre Associates) is a Brussels-based advocacy and strategic communications consultancy offering a comprehensive suite of consultancy services. The firm operates as a service-based consultancy rather than a software product company, providing expert counsel across public affairs, media relations, policy communications, regulatory affairs, reputation management, association management, research & analysis, digital communications, stakeholder engagement, design & branding, EU funding support, event management, and internal communications. The company is part of the SEC Newgate Group, a global agency network with footprint across five continents.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Negative coverage fell eight-fold for government client, with more than 90% of top-tier international media reporting turned neutral or positive within three years

Named customers12 records

Segments3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• SEC Newgate GroupcoreOthersSEC Newgate EU is part of the SEC Newgate Group, a global agency using strategic communications, advocacy and research to drive positive change. The group operates across five continents from more than 40 offices in UK, US, Germany, France, Italy, Spain, Poland, Netherlands, Greece, Greater China, UAE, Australia, Singapore, Argentina, Brazil, Chile, Colombia, Mexico, and Peru.
• French Tech BrusselsminorStrategic or Co-development PartnerSEC Newgate EU participates in events organized with French Tech Brussels, including defence ecosystem discussions and startup-focused gatherings.
• Agoria BSDIminorStrategic or Co-development PartnerAgoria BSDI participated in a defence ecosystem event co-organized with French Tech Brussels where SEC Newgate EU was present, discussing Europe's innovation pipeline and defence technology adoption.
• BNP ParibasminorStrategic or Co-development PartnerBNP Paribas co-organized an event with French Tech Brussels on Europe's defence ecosystem that SEC Newgate EU engaged with through coverage and analysis.

Scale indicators3 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• Kreab: Brussels-headquartered public affairs and communications consultancy founded in 1970, serving corporate and association clients across the EU. Most direct peer to SEC Newgate EU given shared Brussels HQ, public affairs focus, association management practice and similar blue-chip regulated-industry client base.
• GPlus Europe: Brussels-based public affairs consultancy with strong EU institutional access and a multinational corporate client base. Comparable offering across government relations, media relations, crisis and association management.
• Hume Brophy: Brussels- and Dublin-based public affairs and communications firm specializing in EU government relations, media relations and crisis management. Highly comparable to SEC Newgate EU in service mix, EU institutional access and association/corporate client roster.
• Cabinet DN: Independent Brussels public affairs consultancy providing EU government relations, strategic communications and association management services to corporate and association clients — directly comparable in scope and target market.
• Rud Pedersen Public Affairs: Nordic-headquartered public affairs and communications consultancy with offices across Europe including Brussels. Comparable in EU public affairs, government relations and association management services for corporate and association clients.

Broad incumbents

• FleishmanHillard: Global communications agency with a large Brussels public affairs practice serving multinationals and associations on EU government relations and reputation management. Larger and broader portfolio than SEC Newgate EU but directly overlapping on EU public affairs mandates.
• FTI Consulting: Global advisory firm with a Brussels-based public affairs and strategic communications practice serving corporate clients on EU regulatory and reputation matters. Larger and broader than SEC Newgate EU but overlapping on EU regulatory affairs and crisis mandates.
• APCO Worldwide: Global advisory and communications firm with a significant Brussels public affairs practice. Simone Ceruti, now Head of Public Affairs at SEC Newgate EU, previously held senior roles at APCO, evidencing direct talent overlap and competitive proximity.
• Burson (formerly BCW): Global communications agency with strong EU public affairs and public relations capabilities, serving many of the same multinational corporate and association clients as SEC Newgate EU. Competes for the same EU policy and reputation mandates but as part of a much broader global portfolio.
• Hill+Knowlton Strategies: Global communications consultancy with established EU public affairs and public relations operations. Competes with SEC Newgate EU for EU policy communications, association and corporate reputation mandates as part of a much wider global network.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Cambre Associates