W2O's Twist Mktg expands, creates consumer unit

W2O Group's Twist Mktg has expanded its national footprint and services, launching offices in Atlanta and Austin, TX, and creating a consumer practice.

NEW YORK: W2O Group's Twist Mktg has expanded its national footprint and services, launching offices in Atlanta and Austin, TX, and creating a consumer practice.

Twist, which was founded in March 2012, has more than 60 staffers across its recently added offices and its New York headquarters. The firm plans to continue to hire team members and expand geographically throughout 2014.

Colin Foster, social and digital leader at Twist, is in charge of the Austin operation, and Stephan Merkens, media and engagement leader, is leading Atlanta.

The Austin office has nine staffers, and Atlanta has a team of three, said Jennifer Gottlieb, president of Twist Mktg.

She added that launching a consumer practice was the next logical step for the agency since it has a foundation in healthcare and has long targeted patients and consumers on behalf of clients in that sector.

With three consumer clients on its roster, Twist is looking for an executive to lead the practice, said Gottlieb. She declined to disclose the names of clients.

Half of Twist's business is “modern PR and marketing,” which Gottlieb defined as the convergence of digital, social media, analytics, and communications.

In addition to Twist, W2O's network of firms includes WCG, BrewLife, and W2O Ventures, which have offices in San Francisco, New York, Austin, Los Angeles, Minneapolis, Atlanta, and London.

In 2012, Maura Bergen joined Twist from Ketchum to serve as MD of the firm.

This summer, W2O promoted Dave Mihalovic to COO from head of digital, and brought on Annalise Coady to serve as head of its global technology practice.

W2O also appointed Chris Deri, former CEO and China market leader at Burson-Marsteller, as president of WCG in June

This story was updated on December 12 with quotes from Gottlieb.

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