MSL Baltics

🚨 If you haven’t heard the word “crisis” at least 20 times this year, are you even working in communications?

Crisis plan. Crisis response. Crisis holding statement. Crisis everything.

And yet - the real panic usually starts much earlier.

At the exact moment you realise you don’t actually know what’s happening out there. Because mentions don’t line up neatly for you. They don’t wait for your approval. They don’t politely sit in one channel.

They scatter.

📰 Media, social, comments, smaller outlets that suddenly decide today is their big moment. And suddenly you’re reacting to fragments.

At MSL Baltics, one thing we rely on heavily is proper monitoring - tools that actually catch everything, not just the obvious stuff. Because in crisis, it’s not about having a message. It’s about having the full picture before you start talking.

Otherwise, you’re just responding to yesterday’s version of reality.

Healthy habits can be easy!🌱💚

This spring, we brought the Alpro experience to shopping centres in Estonia and Latvia - inspiring visitors to discover how simple and delicious healthy choices can be.

At our activation stands in Ülemiste, Tallinn and Akropole Alfa, Riga, shoppers explored Alpro’s plant-based products, enjoyed tastings, and learned how easy it is to add better-for-you habits into everyday routines. From creamy yoghurt alternatives to refreshing plant-based drinks, every moment was about making wellness feel approachable and enjoyable.

The campaign created a welcoming and interactive space where visitors could pause, taste, connect, and discover new favourites together with Alpro.🌱

Most brands focus on content. The strongest ones focus on community.🔗

📌Because visibility, trust and reputation are no longer built through campaigns alone - they’re built in conversations.
📌Community management isn’t reactive work. It’s a strategic growth function.

Swipe to see what that actually means in practice.➡️

Ice hockey in Latvia is clearly more than just a sport, and this spring in , it was impossible not to feel it. Across four Latvian national team warm-up games ahead of the 2026 World Championship (April 8–9 and May 6–7), tens of thousands of fans came together to support the team and create an atmosphere that gets stronger every year.🏒
 
We’re proud that our client continues to support the Latvian Ice Hockey Federation, and happy to help bring additional value to this partnership through fan engagement activities that make the game-day experience even more memorable.
 
This year, we had an opportunity to introduce hockey fans to Olpha’s scholarship programme “Starp mums ir ķīmija”, and do it in a way that truly matched the energy of the arena.
 
One of the crowd favourites? “Are you smarter than a teacher?” - a playful challenge featuring questions from the school curriculum, lots of laughter, unexpected answers, and a chance for fans to test whether their knowledge could keep up with Latvia’s teachers.
 
From idea development and PR storytelling to on-site activation, audience engagement, and making sure every interaction feels authentic, these are exactly the projects we love bringing to life.🚀😎

When PR language meets different generations.🤭

Being part of something that brings curiosity to life always hits differently.

This year, the Physics Festival and the Knowledge Contest gathered more than 5000 visitors - a record-breaking number and a strong reminder that interest in science is very much alive.🔬

From experiments and technology to the excitement of the competition finals 🏁, the energy throughout the day was something you could genuinely feel.

We’re glad to have been part of it 🤝, supporting the event by bringing together a strong partner network (around 30 this year) and leading the communication across media, digital, social platforms and influencers, making sure the festival was visible, talked about and reached the right audiences, and to contribute to an event that inspires young people to explore, question and discover more about the world around them.

Thank you to everyone who came, participated, and made this happen.🙏

“Unfortunately” we care a little too much about good stories, smart strategy and real results.

And it shows.🙌🏻🤩

Social media in 2026 focuses on delivering results, because what used to be a channel for reach has evolved into a core driver of revenue and business growth.

🔘As we wrote last year, 2026 for marketers will be a year of proof. At the same time, the landscape has become more complex. There are more platforms than ever, attention is scattered, and algorithms are anything but predictable. That leaves brands with a pressing question: where does it make sense to show up and how do you turn that presence into real impact❓

Here’s what the data is revealing.

If you haven’t heard the word “brand” roughly 135 times today, did the day even occur? Brand voice. Brand values. Brand purpose. Brand everything.😄

One morning I woke up and looked at a brand in front of me. And it occurred to me: this brand can either mature gracefully or end up in the digital bargain bin with a generous discount. 🛒

For a while, researchers have been saying the same thing: everything’s blurred. Everyone is a walking media outlet, constantly broadcasting opinions, values, and hot takes.

Brands work the same way. Whether they like it or not, their reputation is now shaped by the people who work with them and the people who consume them. Imagine running The World’s Best Candy™️. Now imagine treating partners poorly, exhausting suppliers, and leaving a trail of minor emotional damage behind you.😬

Unsurprisingly, loyalty disappears. Turns out World’s Best Candy doesn’t sit well with the taste of tears. Some audiences won’t mind. But a comfortable millennial with a flat white almost certainly will.☕

So yes - everything is a brand. If you represent one, behave professionally. If you value one, don’t ignore the people propping it up.

And honestly - I mostly just wanted to write something mildly funny, human, and very intentionally not written by ChatGPT. 😉

- Ksenija Andrijanova, MD

brandvalues