- The project has been awarded to two companies owned by Ioannis Detsis and is to be completed by June 30, 2026.
- Who is the new… Mr. MRB? His public-sector clients, turnover figures, and rapid rise over the past decade.
- The Independent Authority’s contract award on the last day of the year aimed to “relaunch” the Independent Authority for Public Revenue and has been described as “inexplicable.”
- The acquisition of MRB sent shockwaves through the market — the company was founded on January 16, 2026, and its formal corporate structure, with Detsis as CEO and (now) political analyst Dimitris Mavros as deputy chairman.
By Vasilis Galoupis
The Independent Authority for Public Revenue (AADE) is an Independent Administrative Authority. The need for “rebranding” when the AADE’s mission is defined by law as specific and monopolistic, as well as mandatory for all citizens, appears, at the very least, paradoxical.
Yet, on December 31, 2025, precisely at the close of the year, a €2.3 million contract was signed with the aim of creating “impressions”, that is, a new, outward-facing image for AADE. After all, this is exactly what rebranding seeks to achieve, as explicitly stated in the project title: “Design of New Standard Taxpayer Service Models for AADE (Rebranding).”
From the description of the “scope of services provided,” the average citizen gains no concrete information as to the necessity of such a project:
“The project ‘Design of New Standard Taxpayer Service Models for AADE (Rebranding)’ focuses on the study, operational design, and implementation of the functional and technical requirements of the new ‘Taxpayer Service Services,’ which reflect and reinforce AADE’s new strategy.”
To ensure the Project’s overall effectiveness, the contract is divided into the following Work Packages:
Work Package 1: Project coordination and monitoring
Work Package 2: Network strategy and citizen experience at service points
Work Package 3: Development of taxpayer service offerings
Work Package 4: Design and implementation of training programs
Work Package 5: Publicity and communication actions
Work Package 6: Digital Signage
In strictly technocratic terms, it is difficult to infer what this “rebranding” entails based on the contract’s description. At the very least, it is unclear why these funds needed to be spent from the Recovery Fund. It should be noted that Recovery Fund resources come from European taxpayers, including Greek taxpayers, and are allocated to countries in the form of loans or grants.
Indicative budget allocations under the contract
The amount from the Recovery Fund
The contract between the contractor and AADE specifies the project fee, which, according to the contractor’s proposal, amounts to €1,852,749 plus 24% VAT. This brings the total expenditure to a significant sum of €2,297,408.
Of particular interest is how the amounts (excluding VAT) are allocated across the various actions listed below:
- Overall project coordination: €96,000
- Definition of service evaluation indicators: €49,500
- Satisfaction surveys: €36,000
- Network strategy: €40,000
- Design and architectural identity: €27,000
- Configuration of service points: €660,000
- Training program: €4,800
- Training material: €35,000
- Training and service consultants: €243,000
- Copywriting for communication actions: €80,000
- Strategic planning and management of online and social media presence: €54,000
- Social media management within the scope of the project: €48,000
- Actions for media exposure and publicity; organization of press and media events: €63,000
- Social media promotion: €111,000
Among the many questions raised by the amounts allocated per action and whether it is reasonable for the government to proceed with such a project while absorbing critical funds from the Recovery Fund, there is also the line item concerning “actions for media exposure and publicity, organization of press and media events,” which is budgeted at €63,000.
The amount itself is not particularly noteworthy; rather, it is unclear why AADE and this particular project would require exposure or “attraction of publicity” when its target group is universal and inflexible: every taxpayer. What benefit could an independent authority, which is administrative rather than constitutionally established, derive from actively seeking publicity?
The timeframe for implementing and delivering AADE’s relaunch may not extend beyond June 30, 2026. Similar to other projects with vague action plans, the present contract will likely serve as the basis for new, supplementary projects extending beyond June 2026. This will expand the rebranding effort to additional services.
AADE and its half-billion-euro budget
AADE’s annual budget for 2025 was €495 million. The AADE is an independent administrative authority responsible for assessing and collecting public revenues, safeguarding public health, and issuing circulars and proposals aimed at improving the tax system.
Established on January 1, 2017, it replaced the General Secretariat for Public Revenue and is overseen by Parliament. In practice, however, the government of the day has the final say over AADE’s operations, even though AADE’s governor, Giorgos Pitsilis, has acted on his own initiative on several occasions.
The latest published financial profile of “Choose” is for 2024
A “familiar” contractor
The companies awarded the €2.3 million project are familiar with public contracts. They are “Choose” and “Birdie.” Although they appear to be two separate entities, they are both owned by the same person.
Both Choose and Birdie are headquartered in Chalandri on Kifisias Avenue at 282.
According to the contract, Ioannis Detsis is their legal representative. On the AADE side, the contract is signed by G. Pitsilis.
Founded in 2003, Choose has a share capital of €568,000. According to the General Commercial Registry (GEMI), its board of directors lists three active members: Detsis (chairman and CEO), Chountis (vice chairman), and Drosopoulos (member).
Birdie was established in 2015 and has a share capital of €9,000. According to GEMI, its only active board member is Ioannis Detsis.
According to available financial statements, Choose reported a turnover of €14 million in 2024 (compared to €17 million in 2023), with net profits of €1.5 million (compared to €1.9 million in 2023).
As the company notes, “Choose has been active for 22 years in the field of advertising and holistic communications services. Over the past three years, the company has expanded into consultancy and technology services for public and private sector organizations.” The company averaged 89 and 67 employees in 2024 and 2023, respectively.
Birdie’s 2024 turnover reached €1.6 million (€1.2 million in 2023).
Who is Ioannis Detsis
Ioannis Detsis is a board member of the Athens Chamber of Commerce and Industry (EBEA). According to his resume, he has over 25 years of experience providing strategic planning, communications, and marketing services, as well as consultancy support, to public bodies, private companies, and prestigious international organizations:
“His work spans numerous sectors of the economy, including tourism, energy and the environment, construction and transport, health, and the digital economy and ICT. Since 2013, he has served as Chairman and CEO of Choose Strategic Communications Partner, which has achieved significant growth in recent years across its full range of activities.”
Clients
A visit to Choose’s website reveals that its clients include DYPA, TAIPED, EFKA, the Ministry of Labor, DEPA, the NSRF (ESPA), “Greece 2.0,” the “Information Society” initiative, and various regional authorities, as well as private companies.
Choose collaborates with international organizations such as the World Health Organization (WHO), the European Commission, and the European Parliament. According to interviews with company executives, a particularly significant and multifaceted project is the “1555” service of the Ministry of Labor.
The polling company MRB is also in the hands of Ioannis Detsis
The acquisition of MRB
As was recently reported, Mr. Detsis acquired MRB, a polling company previously owned by political analyst Dimitris Mavros. This acquisition caused a stir in the market.
Upon further investigation, we discovered that the General Commercial Registry (GEMI) recorded the establishment of a new company, “Choose Ahead,” on January 16. The new company is headquartered at the parent company’s offices and has a share capital of €25,000. Ioannis Detsis serves as chairman and CEO; Dimitris Mavros, a political analyst, serves as deputy chairman; and Efstathia Valasopoulou serves as a board member.
Five days later, on January 21, the board was formally constituted. Regarding representation, the board unanimously decided that Mr. Ioannis Detsis shall legally represent the company in all matters related to its general representation.
According to media reports, MRB is already under judicial protection following Decision No. 5356/2025 of the Athens Single-Member Court of First Instance. A few months ago, the court approved a request for precautionary measures as part of its restructuring process.
Several media outlets (e.g., News247, October 2023) have noted that the experienced advisor to government agencies, ministries, and public and private companies “proves to be adaptable in all circumstances,” as his major rise occurred during the SYRIZA period. Due to his flexibility, he was not affected by the 2019 change in government.
Mr. Detsis’s influence has continued to grow in recent years. However, the question now arises: To what extent could the acquisition of one of Greece’s leading polling firms, which has a strong political presence, affect his other business activities? Specifically, how might it impact his ability to secure projects from government bodies or other public and semi-public sector entities?
In other words, to what degree is taking over an “elite” polling company with significant political influence substantively, and not just formally, compatible with his other activities, such as public-sector contracts?
