The founder and chairman of Action Global Communications Tony Christodoulou has died aged 80, the company announced.

“The Action family has lost our visionary mentor, teacher, leader, and beloved friend. Gregarious, wise, larger than life, and the epitome of motivational energy, Tony was a dreamer, trailblazer, and true titan of the PR industry. He rewrote and redefined the industry rule book,” the company said in a post on Facebook.

Christodoulou started Action in the spare room of his family home in Nicosia in 1971, steering the family-owned business for over four decades, expanding the Action name, network, and client portfolio into 40-plus countries. He was well known in PR and media circles for his ability to connect with people.

“A passionate storyteller, Tony would gleefully recount countless tales, memories, anecdotes, and jokes. His infectious character charmed everyone he met – from peers in the House of Lords, to cinematic superstars such as Peter Sellers. His influence helped define PR and media landscapes in nations from the Baltics to the Atlas Mountains, and everywhere in between. His name will forever be ingrained in the history of PR,” the company said.

Christodoulou began his career in the 60s as a publicist in London’s burgeoning ‘pop’ industry. On his return to Cyprus and setting up Action, the company garnered top clients such as British Airways, Bayer, Coca Cola, Intercontinental Hotels, Siemens, and Unilever, for which he and his company have received many PR awards.

He also served as Honorary Consul for New Zealand in Cyprus, which earned him an Order of Merit from Queen Elizabeth II.

Christodoulou expanded Action into Greece in 1989, followed swiftly by a network of offices in and around the Middle East. The company now operates in over 40 countries in three continents.