New York-based M&F, which will remain a wholly owned subsidiary, has forged a reputation for ‘viral’ or ‘guerrilla’ work. The two firms have worked on joint projects for a decade, first on Microsoft’s Windows 95 launch, more recently on the MSN internet service. Microsoft is Waggener Edstrom’s largest client.
‘For the past few years, our clients have asked for this kind of work [consumer PR],’ said WagEd founder, chief executive and president Melissa Waggener Zorkin.
Meanwhile, Seattle-based WagEd has appointed Rich Kerlin as senior vice-president in the agency’s own consumer practice. He was formerly MD of the sports, automotive and brand marketing team in Hill & Knowlton’s Los Angeles office.