EDITORIAL: WSW knows big isn't necessarily best

Weber Shandwick Worldwide's meeting two weeks ago in Florida seems

to have been as successful as the agency chiefs could have hoped

for.



With the top 200 or so people from the old Weber, Shandwick, and BSMG

structures attending the event, it is unsurprising that sources have

described it variously as "a real meeting of minds," "an impressive

display of our intellectual weaponry," or "a pretty crazy multi-cultural

scene."



Out of that meeting comes what seems to be a sense of direction, a sense

of leadership, and a real determination not to become obsessed with the

"biggest agency" tag. (Do not underestimate the importance of the

latter.) What's more, the newly-merged agency seems to have come up with

the clear management structure Weber Shandwick never seemed to

establish.



It has also taken a brave plunge in identifying its best brands.



But who would envy those at the top of that structure, who have the task

of amalgamating these offices at ground level in the coming months. It

is going to be very tough.



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