2005 Global Profile: Waggener Edstrom

CEO

Melissa Waggener Zorkin

Headquarters location

Seattle

Total US staff

524

Total non-US staff

80

Worldwide office locations

Wholly-owned: Austin, Beijing, Boston, Dallas, Hong Kong, London, Munich, New York, Paris, Portland, San Bruno, Calif., Seattle, Singapore, Stamford, Conn., and Washington, DC.

Proportion of the wholly- and majority-owned agencies that carry the parent's brand name

All offices but one carry Waggener Edstrom's brand name. Our New York office is Maloney & Fox, a wholly owned subsidiary of Waggener Edstrom.

Global structure

The agency is based on a matrixed leadership structure with regional office leaders and practice group leaders, each reporting to the agency board of directors. Each global account is lead by a member of the senior executive team.

Key clients

Microsoft

Regions where account is serviced, and whether the work is done by an affiliate, partner or a wholly owned office of the firm

US, EMEA, and Asia - all work is done by wholly owned offices.

Type of work done on the account, including practice areas involved

Comprehensive account management that leverages expertise from consumer, corporate, public affairs, and technology practice groups.

Length and type of engagement

AOR in US since 1984.

Management structure of the account

Frank Shaw, executive vice president, leads the global account from the US.

How account is billed

Not supplied.

Size of budget

Not supplied.

AMD

Regions where account is serviced, and whether the work is done by an affiliate, partner or a wholly owned office of the firm

US and Europe - all work is done by wholly owned offices.

Type of work done on the account, including practice areas involved

Comprehensive account management that leverages expertise from corporate, public affairs, and technology practice groups.

Length and type of engagement

AOR in US since 2002

Management structure of the account

John Taylor, senior vice president and general manager of the central region, leads the global account from the US

How account is billed

Not supplied.

Size of budget

Not supplied.

Global revenues change from one year ago (Global revenue is defined as revenue generated by all regions)

Global fee revenue has increased by 17.1% between 2003 and 2004.

International revenues change from one year ago (International revenue is defined as revenue generated by all regions excluding the region in which the agency is headquartered.)

International fee revenue has increased by 135% between 2003 and 2004.

Global staffing change from one year ago

Our global staffing has remained relatively flat.

International staffing change from one year ago

International staffing has more than doubled from last year, due to growth in Europe and newly announced expansion into Asia.

Performance in light of expectations and the sociopolitical factors affecting performance

Exceeded.

Business won, or lost, in the past year due to a global PR consolidation by the client

None.

Best-performing regions

Our European region has experienced tremendous growth, London in particular.

Under-performing regions

Our regions are performing according to plan.

Region targeted for increased investment of resources this year

Investment in EMEA and Asia continues to be our focus.

Region targeted for decreased investment of resources this year

None, regional investments are a long term imperative for Waggener Edstrom.

New region/country under consideration to enter this year

We're looking at expanding into Brussels this year as we build out our public affairs practice.

Consideration of international acquisitions or organic growth

Waggener Edstrom takes a multi-faceted view in meeting the agency's business goals. As such, we are always open to considering partnerships and innovative relationships to meet our current clients' needs and grow the agency's portfolio. As we continue to expand our global presence, our breadth of expertise and our service offering - we will consider the benefits of a buy, build or partner approach.

International pro bono activities and other ways the firm connects with the regions in which it operates

Each office determines the best local organization to support. As such, Waggener Edstrom has provided pro bono support to a variety of organizations including the Austin Music Foundation, Seattle Museum of Flight, Prince's Trust Technology Leadership Group, and the United Way.

Key changes made over the past couple of years that were driven by clients' changing needs

As an agency we've placed a high priority on growth and expansion in the last few years; this includes both our global footprint and our practice group offering. Our goal is always to grow our business strategically and we base these investments on client demand and areas where we believe we can provide a unique offering to the marketplace. Our expansion into APAC and our development of a public affairs, corporate and consumer practice groups was influenced by customer interest and demand.

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