Shandwick creates public affairs research arm SWR

WASHINGTON, DC: A new 800-pound gorilla in the world of PR research was created last week, as Shandwick paired its research arm with political research operation Frederick Schneiders Research - acquired as part of Shandwick’s purchase of The Cassidy Companies - to form SWR Worldwide.

WASHINGTON, DC: A new 800-pound gorilla in the world of PR research was created last week, as Shandwick paired its research arm with political research operation Frederick Schneiders Research - acquired as part of Shandwick’s purchase of The Cassidy Companies - to form SWR Worldwide.

WASHINGTON, DC: A new 800-pound gorilla in the world of PR research

was created last week, as Shandwick paired its research arm with

political research operation Frederick Schneiders Research - acquired as

part of Shandwick’s purchase of The Cassidy Companies - to form SWR

Worldwide.



The move is another part of Shandwick’s drive to expand its public

affairs prowess worldwide, and to Europe in particular.



SWR chairman and COO Greg Schneiders said that Europe is about five

years behind the US in its application of research procedures. He added

that there is minimal awareness of the dial-testing techniques that are

commonly used to measure US consumer and voter likes and dislikes.



While the previous Schneiders organization did a fair amount of work for

Democratic candidates, SWR’s focus will be on trade associations and

commercial clients, both of which frequently have a legislative or

political interest. SWR president and COO Chris Wilson still advises and

performs opinion research work for two prominent Republicans: House

Majority Whip Tom DeLay and Rep. David McIntosh, who is currently

seeking the GOP’s nomination for governor in Indiana.



While Schneiders and Wilson have agreed to establish a firewall when it

comes to work that is partisan in nature, the pair intends to use their

talents to offer a bi-partisan approach for clients (such as

corporations and trade associations). Frequently, Schneider claims,

clients seeking a dual approach end up hiring either a Democratic or a

Republican firm.



Later this year, SWR will open its European base in London, which will

be helmed by Phil Riggins. A former official at the United States

Information Agency, Riggins will coordinate opinion research work

overseas.



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