NEW YORK: Weber Shandwick has made a major expansion into the Eastern European market, opening three new offices in Poland, Croatia, and Bosnia and Herzegovina, and signing on affiliates in seven countries.
Harris Diamond, CEO of WS, said the expansion was driven by "good client demand" in the region. He declined to say what clients the agency was serving in the new offices, but added that growth is inevitable in what has been an underserved market.
"The truth of the matter is, they're all starting from a bare-bones approach," he said.
WS will move into the existing offices of fellow IPG advertising agency McCann Worldgroup "in most cases," Diamond said. McCann has long had a presence in the region and will continue to operate in conjunction with WS. Real estate cost was a factor in the decision to combine offices, he noted.
New affiliate locations include Romania, Slovakia, Slovenia, Serbia and Montenegro, Latvia, Lithuania, and Estonia.
"Overall, we just see it as a good business opportunity, good growth prospects, driven by increasing client demand," added Diamond.