Wag Ed to open in Boston despite slump

BOSTON: Waggener Edstrom is the latest agency to take a gamble in Boston, betting on the area's hi-tech and bioscience companies despite the downturns in both industries.

BOSTON: Waggener Edstrom is the latest agency to take a gamble in Boston, betting on the area's hi-tech and bioscience companies despite the downturns in both industries.

"Waggener Edstrom has a deep heritage in the technology industry, and Boston, even in a tech downturn, is still a technology hub," said VP Kristin Hilf, who joined the agency in March and will run the three-person office. "There's still a lot of investment going on. MIT and Harvard are still here pumping out ideas and grads."

While the Boston office will focus more on technology than bioscience, "you can't be in biotech and not be in Boston," Hilf explained.

"[Opening the office] is an investment for us," she continued. "It's a very competitive market, and I am hyper-aware of it. And while we can use this office to work with existing clients, it's more about taking advantage of the companies here."

Hilf acknowledged that many PR agencies in the area have taken a hit. Boston is home

to Schwartz Communications, Brodeur Worldwide, FitzGerald Communications, Lois Paul

& Partners, and Greenough Communications. "Hopefully, seeing another agency open an office will give others confidence," Hilf said.

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