Waggener Edstrom teams with Garrigan Lyman to boost digital

The firms, which both have offices in New York City and Seattle, want to boost digital capabilities.

Waggener Edstrom's Melissa Waggener Zorkin
Waggener Edstrom's Melissa Waggener Zorkin

Waggener Edstrom Communications has begun a strategic partnership with digital marketing firm the Garrigan Lyman Group, the firms said Tuesday.

Both agencies have offices in New York and Seattle. The goal of the deal is to bolster digital marketing services across disciplines, the firms said.

"Digital has been a huge area of opportunity for us as we’ve been looking at how our clients have been moving into more sophisticated spaces," said Jennifer Granston Foster, COO at Waggener Edstrom. She also noted Garrigan Lyman’s "deeply technical ability to produce really strong work for clients."

Garrigan Lyman’s clients include T-Mobile, tennis gear brand Babolat, and Philips Healthcare.

Tim Garrigan, CEO, founder, and principal of the eponymous firm, said its clients need to "move faster" and "be more and more in the digital space" to reach consumers.

He added that the agencies have overlapping areas of expertise; Garrigan Lyman has two decades in digital, with services like audience management and integrated marketing, while Waggener Edstrom has a grasp of "culture, audience, and insight and how to tell a great story."

The partnership between the two firms will result in both teams collaborating in an effort to "work together to provide this great integrated brand."

While the specific deals of the partnership, including financials, were not disclosed, Foster said Waggener Edstrom "wanted to work with someone that had serious staying power."

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