Introduction:
Establishing influence in Brussels isn’t just about opening an office. It’s about building the right team. To shape policy outcomes and make your voice heard, you need professionals who understand the ecosystem, speak the language of institutions, and already have the trust of key stakeholders.
At Mavence, we specialise in connecting organisations with the public affairs talent that makes this possible. In this interview, our CEO Jason Descamps sits down with Grégoire Poisson, Partner and Global Head of Public Affairs at DGA Group, to explore what it takes to set up a successful representation in Brussels and why influential talent is the key ingredient.
JD: Why is it important for organizations to have a presence in Brussels?
GP: Being in Brussels means being at the centre of EU decision-making, where the action takes place. When you’re close to the EU Institutions – the European Commission, the Parliament, the Council – you are in a stronger position to apprehend the policy-making process and engage more effectively. Direct access allows organizations to anticipate political and policy developments, contribute to consultations, and build relationships with key policymakers. Without a presence, you often react too late. As I tell clients, “if you’re not at the table, you’re on the menu”.
JD: What are the first steps an organization should take when setting up a representation office?
GP: Start with a clear objective – why do you need to be in Brussels, and what outcomes are you aiming for? Then consider the legal structure, whether you want a standalone office or to join a shared platform or association. Location matters – being close to the EU quarter makes networking easier. Staffing is critical too: hire someone who understands how to navigate the political landscape and who can quickly learn about your sector’s specificities. Finally, align your internal decision-making with EU timelines – Brussels moves to a specific rhythm.
JD: What are the biggest ‘do’s and don’ts’ when entering the Brussels public affairs space?
GP:
Do’s: Be transparent and ethical in all your interactions – register with the EU Transparency Register, and disclose your interests clearly. Engage early in the legislative process and build long-term relationships, not just transactional ones. Position yourself as a solution-oriented partner.
Don’ts: Don’t wait until a legislative threat emerges to start engaging. Don’t treat Brussels like Washington or London – it has its own culture, rules, and processes. And don’t underestimate the importance of soft power – credibility, relationships, and persistence matter here. Reputation opens doors.
JD: How can newcomers quickly build an influential network?
GP: Stakeholder mapping is essential – identify the policymakers, officials, NGOs, and industry groups relevant to your sector. Join the right associations and working groups; they’re key to being part of the conversation. Use existing networks – your headquarters may already have EU-level partners you can tap into. And show up – attend events, invite people for coffee, contribute insights. Visibility builds trust.
JD: Where and how should organizations seek partners and alliances?
GP: Trade associations are often the first port of call – they offer credibility and collective influence. NGOs and think tanks can also be powerful allies, especially if your goals align on sustainability, digital policy, or health. Look for corporate coalitions too – sometimes your competitors can be allies on regulatory issues. The key is shared interest and clear communication.
JD: What are the biggest misconceptions about government relations in Brussels?
GP: Many assume lobbying here is just about access, but it’s really about engagement and evidence. Brussels is highly technical and consensus-driven. Also, it’s not just the Commission and the Parliament – people often overlook the Council and Member States, which play a major role. And while the EU may move slowly, it’s also extremely strategic. Timing and positioning are everything.
JD: If you had to give a ‘Top 5 Things to Do’ for setting up a successful representation office, what would they be?
GP:
- Define your strategic goals – what you want to influence and why.
- Hire experienced local staff – they know the ecosystem and will guide you.
- Join relevant associations and fora to gain visibility and legitimacy.
- Build a stakeholder map and engagement plan – know who to talk to and when.
- Embed Brussels in your global strategy – ensure alignment with HQ and empower your local team.
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Setting up a successful presence in Brussels is as much about people as it is about process. As Grégoire Poisson explains, knowing when to engage, how to position yourself, and whom to connect with makes all the difference. But none of that is possible without the right talent at the core.
At Mavence, we help organisations turn strategy into impact by recruiting professionals who already understand the Brussels ecosystem.
Want to make your Brussels presence count? Mavence delivers the public affairs talent that helps you cut through the noise and build real influence in the capital of Europe.
