Henson's Consulting is an independent public affairs consultancy providing policy advisory, government relations and advocacy campaigning for companies in highly regulated sectors. Our founders have led public affairs at Diageo and Heineken. We combine intelligence gathering, strategic messaging and targeted engagement to help clients spot shifts in the policy landscape early and shape outcomes at EU and national level.
When clients call us
- A legislative or regulatory proposal threatens how you market, sell or operate — and a vote or consultation deadline is approaching.
- Policy risk is emerging in several markets at once and needs a coordinated EU and member-state response.
- Your industry's voice is fragmented, and a coalition is needed to be heard.
- You have lost access to policymakers and need to rebuild credibility and relationships.
- You want to assess the policy and political risk around a market, an investment or a transaction.
What we do
Policy intelligence & risk mapping
We combine intelligence gathering with a clear read of the political dynamics, so you see policy and political risk early — and know which developments are material to your business and which are noise.
Advocacy strategy & campaigning
We design and run advocacy campaigns that combine strategic messaging, targeted engagement and stakeholder mobilisation. Our campaigns are built around the people affected, not only corporate interests — which is often what wins where traditional lobbying fails.
Government relations & regulatory engagement
We help you engage legislators, officials and regulators with substance: sharp, campaignable positions, credible evidence and a consistent narrative across the EU institutions and national capitals.
Industry Affairs & Trade Association Strategy
We help you decide where collective industry action adds value and where direct engagement works better. More on Industry Affairs & Trade Association Strategy.
Public Affairs capability
We train and mentor in-house teams to campaign, not only to lobby — so your organisation keeps the capability after we leave. See how we built a campaigning culture at Diageo.
Proof: selected work
Heineken EuropeHow a High-Intensity Campaign Defeated an EU-Wide Sports Sponsorship Ban
Diageo GlobalBuilding a Campaigning Culture Inside One of the World's Largest Drinks Companies
“Marco has a rare ability to translate complex, sensitive, high-profile policy challenges into sharp, campaignable positions. He delivers on protecting licence to operate, while also proactively identifying and shaping opportunities to unlock wider business ambitions. What sets Marco apart is his talent for building trusted relationships — mobilising trade associations, policymakers, external influencers, senior stakeholders and broader internal teams to drive tangible outcomes.”
Patrick VilleminGlobal Director, Regulatory, Government & Public Affairs · Heineken
Your advisers
Every engagement is led by our co-founders, who have worked alongside each other for over 20 years.
20+ years of senior corporate affairs in highly regulated consumer goods, including executive roles at Diageo and Heineken across Europe and Africa.
Profile →
25+ years in corporate and financial communications; led communications and investor relations at Thule Group for 14 years, including its Nasdaq listing.
Profile →Frequently asked questions
What does a public affairs consultancy do?
A public affairs consultancy helps an organisation understand and influence the political and regulatory decisions that affect it. At Henson's this means policy intelligence, advocacy strategy, campaign execution and engagement with policymakers, regulators, trade associations and other stakeholders — led by our co-founders throughout.
How is public affairs different from lobbying?
Lobbying is direct representation of a position to decision-makers. Public affairs is broader: it starts with intelligence and risk mapping, builds the narrative and evidence, mobilises allies and coalitions, and then engages decision-makers. Our EU sports sponsorship campaign is an example of how coalition building and a community-focused narrative can succeed where traditional lobbying alone would not.
Do you work at EU level, national level, or both?
Both. Our founders have worked on policy challenges in Brussels and across European markets — from London to Berlin, Brussels to Warsaw and Stockholm — and campaigns often need EU-level positioning and in-country activation at the same time.
Which sectors do you advise?
Our founders' experience is strongest in highly regulated consumer goods, including the drinks industry, as well as manufacturing and listed companies. The approach applies wherever regulation shapes your licence to operate.
How do you work with trade associations?
We assess how to create value from collective industry action, alongside direct company engagement with key stakeholders. We help you shape association priorities to support the broader industry and serve your business goals.