SoWhatCommunications, a leading Brussels-based consultancy in public and regulatory affairs, strategic communication, crisis communication and change communication, welcomes Eda Aygen as new partner. Eda brings extensive experience in EU technology and cybersecurity policy, strategic communications, and alliance management. Her addition strengthens SoWhatCommunications’ European Public Affairs practice and supports the firm’s commitment to providing clear, practical guidance to clients navigating complex policy and reputational challenges.
Over the past years, the consultancy has established itself as a trusted adviser to businesses, NGOs, associations and public authorities operating in Belgium, the UK, EU, and internationally. The addition of Eda Aygen adds significant expertise and reinforces SoWhatCommunications’ unique position as a consultancy delivering hands-on senior competence across all projects.
Eda Aygen – 10+ years of experience in strategic communications and EU tech public affairs
With over a decade of experience in EU technology policy, strategic communications, and industry alliance management, Eda Aygen brings to SoWhatCommunications a deep expertise in navigating complex regulatory landscapes, shaping high‑impact narratives, and managing sensitive policy and reputational challenges across Europe’s tech, cybersecurity, defence, and security ecosystem.
Before joining SoWhatCommunications, Eda served as a Senior Consultant in the Brussels office of Kekst CNC, advising leading global companies on EU tech public affairs and corporate communications. Her earlier career spans Brussels‑based industry associations, think tanks, and intergovernmental institutions, where she developed a strong track record in coalition‑building, policy analysis, and strategic stakeholder engagement.
Eda played a pivotal role in establishing Europe’s first contractual Public‑Private Partnership on Cybersecurity (cPPP) with the European Commission and contributed to the creation of the European Cyber Security Organisation (ECSO). She later served for more than five years as Principal Advisor to the Secretary General and Head of Communications, leading high‑level engagement with EU institutions, industry leaders, and national authorities.
“I am thrilled to be joining SoWhatCommunications at a time when technology, security, and geopolitics are reshaping Europe’s policy landscape,” says Eda Aygen. “Having worked across industry, advisory, and institutional environments, I look forward to helping organisations navigate the fast‑evolving EU tech and cybersecurity agenda. In a context where strategic clarity and trusted guidance are essential, I am excited to support SoWhatCommunications’ clients in strengthening their positioning, managing sensitive challenges, and engaging effectively with policymakers and stakeholders.”
A unique approach
SoWhatCommunications offers a unique approach by ensuring that its Partners are actively involved in every project from start to finish. This hands-on involvement guarantees high-quality deliverables and a tailored, personalised experience for each client.
With a diverse range of complementary backgrounds, the Partners not only provide strategic consultancy but also offer support as interim managers when needed, ensuring continuity and strong leadership during critical transitions. This level of engagement sets SoWhatCommunications apart, delivering unmatched value and results across all areas of expertise.
The addition of Eda Aygen strengthens SoWhatCommunications’ core service offerings:
- Public & Regulatory Affairs: Helping clients understand and influence policy decisions that impact their business, ensuring they have a voice in the political process.
- Strategic Communication: Developing integrated communication strategies aligned with business objectives and targeted to the right audiences.
- Crisis Communication: Preparing clients for potential crises and providing real-time crisis management solutions to safeguard reputations.
- Change Communication: Supporting internal communications and employee engagement during periods of organisational change.
“We are thrilled to welcome Eda to the team,” says Olivier Hinnekens, Founding Partner of SoWhatCommunications. “I have worked with Eda for many years and her expertise in public & regulatory affairs, advocacy and strategic communication will allow us to further elevate our services and continue providing high-impact, actionable solutions to our clients. As a leading expert in Brussels on cybersecurity and broader security policy, Eda has been supporting several leading tech and cybersecurity companies in navigating the complex regulatory environment in which they have to operate.”
As SoWhatCommunications celebrates its second anniversary, the consultancy is poised for continued growth. With a team of senior consultants offering decades of experience across multiple sectors, SoWhatCommunications will continue to deliver tailored solutions that help clients navigate challenges and seize opportunities in today’s fast-changing political and economic environment.
About SoWhatCommunications, Powered by Square Circle
Founded in September 2023, SoWhatCommunications is a consultancy specialising in Public & Regulatory Affairs, Strategic Communication, Crisis Communication, and Change Management. The firm’s senior experts provide hands-on, actionable advice, helping clients transform information into strategies that deliver results.