Waggener Edstrom Worldwide

WE
Private
Founded 1983
Number of locations
16 offices[1]
Key people
Melissa Waggener Zorkin, CEO
Revenue $115.8 million (2012)
Number of employees
700
Website we-worldwide.com/

WE (previously Waggener Edstrom Communications) is a Seattle-based public relations firm often associated with its largest client, Microsoft. The firm was founded in 1983 by Melissa Waggener Zorkin and Pam Edstrom. It acquired Maloney & Fox in 2003, Shout Holdings in 2004, Patzer PR in 2012 and Buchan Consulting also in 2012. WE has four areas of expertise: technology, healthcare, social innovation and consumer.

In September 2015, the company re-branded as WE[2] and announced specialized partners in research (YouGov, Radius Global Market Research, Illuminas); digital marketing (The Garrigan Lyman Group); search marketing (Point It); and a strategic futurist (Play Big Inc.).

WE provides PR services for companies including Microsoft, Volvo, ZTE, Allrecipes, Boehringer Ingelheim, VSP, Zoom+, Cole Haan, Pernod Ricard, Lucid and Kymeta.[2] [3]

History

Waggener Edstrom was founded in 1983 by Melissa Waggener Zorkin and Pam Edstrom.[4] Pam previously worked for Microsoft, which became one of the agency's first clients.[5]

The firm acquired PR.com in 2001 and renamed it to OnPR, which later separated from Waggener in 2005.[6] Later that year, the firm acquired consumer PR agency Maloney & Fox after working jointly with the firm on several Microsoft projects, such as the launch of Windows 95 and MSN internet services.[7] Waggener Edstrom also moved its headquarters that year from Portland to Seattle[8] and opened new offices in San Francisco,[9] Paris,[10] and Boston.[11][12] The following year Waggener Edstrom acquired Hong Kong-based Shout Holdings, which was renamed to Shout Waggener Edstrom.[13][14] Waggener opened an office in Brussels in 2006 in order to support the European Union.[5] Waggener's Brussels office was later closed in March 2011.[15]

Waggener experienced substantial staffing changes in 2009. There were several senior-level departures.[16] To support the firm's digital practice, David Patton from The Wall Street Journal was hired,[17] as well as David Mahlman and Jean-Louis Robadey.[4][18] In 2010 and 2011 Waggener Edstrom opened offices in Africa,[19][20] Delhi,[21] Bangalore and Mumbai.[22] In May 2012 Waggener acquired Patzer PR, a Munich-based healthcare consultancy.[23] After the founders of Maloney & Fox departed, the brand was merged into Waggener Edstrom in 2013.[24]

Services

WE has seven practice areas, including Healthcare, Public Affairs, Brand Strategy and Technology.[25][26] The firm's consumer work is sometimes done in partnership with WE's subsidiary, Maloney & Fox.[27][28] It also has an analyst relations division that was formed in 2010[29] and a Social Innovation team supports social issues.[30]

WE's digital arm was founded in the early 2000s as Studio D.[15] The digital division has a programming team that's developed social media measurement and management applications like the Social Influence System (SIS), News Stream,[31] Ripple Effect,[32] Narrative Network[33] and twendz pro.[34][35] It also created mobile apps for the SXSW conference from 2011 - 2013.[36][37][38][39]

WE has won the Silver Anvil award from the Public Relations Society of America and five Bulldog Report awards.[40] In 2010 it was called the Technology Agency of the Decade by The Holmes Report.[41]

Corporate

CEO Melissa Waggener Zorkin (at left) in Ethiopia - 2011
WE has a reputation as a good place to work.[16][42] In 2002 the agency had a turnover rate of less than 20 percent, compared to an industry average of 50.[16][40][43] The firm allots 16 hours a year to each employee for a charity of their choosing.[16] One percent of the firm's revenues are donated to charity and WE matches donations by employees.[44] WE has supported initiatives to reduce hunger,[45] mentor under-privileged students in Africa,[29] and provide education to underprivileged girls in southern Ethiopia.[46]

More than 80 percent of WE's revenue is from international accounts[4] and most of its clients use its partnership program to hire affiliated agencies for certain regions.[47]

Notable clients and campaigns

WE is often associated with its work for Microsoft,[48] one of WE's first clients and its largest budget account as of 2003.[7] WE supports Microsoft's corporate communications as well as the Windows, mobile, and servers divisions, and business units in Hong Kong and Europe.[49]

In WE's early years, its relationship with Microsoft led to it working primarily with other technology companies, before expanding into healthcare, consumer and other sectors.[50] In 2002 the firm helped AMD introduce its Opteron and Athlon microprocessors.[51] Miscommunications were exposed between WE, Microsoft and the media in 2003,[52] when WE and Microsoft told press conflicting stories about whether an announcement of a technology-enabled porta-potty was genuine.[53][54]

Segway recruited WE in 2007 to execute a new strategy of selling Segways as an alternative to golf carts.[55] That same year, a WE employee accidentally sent Wired journalist Fred Vogelstein his own thirteen-page briefing sheet. The document included commentary about his reporting and interview style being "tricky" and "sensational...though he would consider them to be balanced and fair."[56][57][58] Since 2008, WE has supported Mercy Corps on a pro-bono basis. CEO Waggener Zorkin took on the client after visiting the Good Shepherd orphanage in Ghana.[44]

The firm won Expedia and the Make-a-Wish Foundation as clients in 2009.[59] In 2011 WE successfully predicted that The Hurt Locker would win Best Picture at the Academy Awards based on an analysis of tweets[60][61] using its Twendz pro application.[62] Waggener also began working with Xerox that year to promote the company's back-end office services and to change their image as a company that primarily does copy machines.[63] Some of WE's other notable clients include T-Mobile,[64] Toshiba,[65] Boeing, Mastercard[13] and Sony Electronics.[66]

References


-- Module:Hatnote -- -- -- -- This module produces hatnote links and links to related articles. It -- -- implements the and meta-templates and includes -- -- helper functions for other Lua hatnote modules. --


local libraryUtil = require('libraryUtil') local checkType = libraryUtil.checkType local mArguments -- lazily initialise Module:Arguments local yesno -- lazily initialise Module:Yesno

local p = {}


-- Helper functions


local function getArgs(frame) -- Fetches the arguments from the parent frame. Whitespace is trimmed and -- blanks are removed. mArguments = require('Module:Arguments') return mArguments.getArgs(frame, {parentOnly = true}) end

local function removeInitialColon(s) -- Removes the initial colon from a string, if present. return s:match('^:?(.*)') end

function p.findNamespaceId(link, removeColon) -- Finds the namespace id (namespace number) of a link or a pagename. This -- function will not work if the link is enclosed in double brackets. Colons -- are trimmed from the start of the link by default. To skip colon -- trimming, set the removeColon parameter to true. checkType('findNamespaceId', 1, link, 'string') checkType('findNamespaceId', 2, removeColon, 'boolean', true) if removeColon ~= false then link = removeInitialColon(link) end local namespace = link:match('^(.-):') if namespace then local nsTable = mw.site.namespaces[namespace] if nsTable then return nsTable.id end end return 0 end

function p.formatPages(...) -- Formats a list of pages using formatLink and returns it as an array. Nil -- values are not allowed. local pages = {...} local ret = {} for i, page in ipairs(pages) do ret[i] = p._formatLink(page) end return ret end

function p.formatPageTables(...) -- Takes a list of page/display tables and returns it as a list of -- formatted links. Nil values are not allowed. local pages = {...} local links = {} for i, t in ipairs(pages) do checkType('formatPageTables', i, t, 'table') local link = t[1] local display = t[2] links[i] = p._formatLink(link, display) end return links end

function p.makeWikitextError(msg, helpLink, addTrackingCategory) -- Formats an error message to be returned to wikitext. If -- addTrackingCategory is not false after being returned from -- Module:Yesno, and if we are not on a talk page, a tracking category -- is added. checkType('makeWikitextError', 1, msg, 'string') checkType('makeWikitextError', 2, helpLink, 'string', true) yesno = require('Module:Yesno') local title = mw.title.getCurrentTitle() -- Make the help link text. local helpText if helpLink then helpText = ' (help)' else helpText = end -- Make the category text. local category if not title.isTalkPage and yesno(addTrackingCategory) ~= false then category = 'Hatnote templates with errors' category = string.format( '%s:%s', mw.site.namespaces[14].name, category ) else category = end return string.format( '%s', msg, helpText, category ) end


-- Format link -- -- Makes a wikilink from the given link and display values. Links are escaped -- with colons if necessary, and links to sections are detected and displayed -- with " § " as a separator rather than the standard MediaWiki "#". Used in -- the template.


function p.formatLink(frame) local args = getArgs(frame) local link = args[1] local display = args[2] if not link then return p.makeWikitextError( 'no link specified', 'Template:Format hatnote link#Errors', args.category ) end return p._formatLink(link, display) end

function p._formatLink(link, display) -- Find whether we need to use the colon trick or not. We need to use the -- colon trick for categories and files, as otherwise category links -- categorise the page and file links display the file. checkType('_formatLink', 1, link, 'string') checkType('_formatLink', 2, display, 'string', true) link = removeInitialColon(link) local namespace = p.findNamespaceId(link, false) local colon if namespace == 6 or namespace == 14 then colon = ':' else colon = end -- Find whether a faux display value has been added with the | magic -- word. if not display then local prePipe, postPipe = link:match('^(.-)|(.*)$') link = prePipe or link display = postPipe end -- Find the display value. if not display then local page, section = link:match('^(.-)#(.*)$') if page then display = page .. ' § ' .. section end end -- Assemble the link. if display then return string.format('%s', colon, link, display) else return string.format('%s%s', colon, link) end end


-- Hatnote -- -- Produces standard hatnote text. Implements the template.


function p.hatnote(frame) local args = getArgs(frame) local s = args[1] local options = {} if not s then return p.makeWikitextError( 'no text specified', 'Template:Hatnote#Errors', args.category ) end options.extraclasses = args.extraclasses options.selfref = args.selfref return p._hatnote(s, options) end

function p._hatnote(s, options) checkType('_hatnote', 1, s, 'string') checkType('_hatnote', 2, options, 'table', true) local classes = {'hatnote'} local extraclasses = options.extraclasses local selfref = options.selfref if type(extraclasses) == 'string' then classes[#classes + 1] = extraclasses end if selfref then classes[#classes + 1] = 'selfref' end return string.format( '
%s
', table.concat(classes, ' '), s )

end

return p-------------------------------------------------------------------------------- -- Module:Hatnote -- -- -- -- This module produces hatnote links and links to related articles. It -- -- implements the and meta-templates and includes -- -- helper functions for other Lua hatnote modules. --


local libraryUtil = require('libraryUtil') local checkType = libraryUtil.checkType local mArguments -- lazily initialise Module:Arguments local yesno -- lazily initialise Module:Yesno

local p = {}


-- Helper functions


local function getArgs(frame) -- Fetches the arguments from the parent frame. Whitespace is trimmed and -- blanks are removed. mArguments = require('Module:Arguments') return mArguments.getArgs(frame, {parentOnly = true}) end

local function removeInitialColon(s) -- Removes the initial colon from a string, if present. return s:match('^:?(.*)') end

function p.findNamespaceId(link, removeColon) -- Finds the namespace id (namespace number) of a link or a pagename. This -- function will not work if the link is enclosed in double brackets. Colons -- are trimmed from the start of the link by default. To skip colon -- trimming, set the removeColon parameter to true. checkType('findNamespaceId', 1, link, 'string') checkType('findNamespaceId', 2, removeColon, 'boolean', true) if removeColon ~= false then link = removeInitialColon(link) end local namespace = link:match('^(.-):') if namespace then local nsTable = mw.site.namespaces[namespace] if nsTable then return nsTable.id end end return 0 end

function p.formatPages(...) -- Formats a list of pages using formatLink and returns it as an array. Nil -- values are not allowed. local pages = {...} local ret = {} for i, page in ipairs(pages) do ret[i] = p._formatLink(page) end return ret end

function p.formatPageTables(...) -- Takes a list of page/display tables and returns it as a list of -- formatted links. Nil values are not allowed. local pages = {...} local links = {} for i, t in ipairs(pages) do checkType('formatPageTables', i, t, 'table') local link = t[1] local display = t[2] links[i] = p._formatLink(link, display) end return links end

function p.makeWikitextError(msg, helpLink, addTrackingCategory) -- Formats an error message to be returned to wikitext. If -- addTrackingCategory is not false after being returned from -- Module:Yesno, and if we are not on a talk page, a tracking category -- is added. checkType('makeWikitextError', 1, msg, 'string') checkType('makeWikitextError', 2, helpLink, 'string', true) yesno = require('Module:Yesno') local title = mw.title.getCurrentTitle() -- Make the help link text. local helpText if helpLink then helpText = ' (help)' else helpText = end -- Make the category text. local category if not title.isTalkPage and yesno(addTrackingCategory) ~= false then category = 'Hatnote templates with errors' category = string.format( '%s:%s', mw.site.namespaces[14].name, category ) else category = end return string.format( '%s', msg, helpText, category ) end


-- Format link -- -- Makes a wikilink from the given link and display values. Links are escaped -- with colons if necessary, and links to sections are detected and displayed -- with " § " as a separator rather than the standard MediaWiki "#". Used in -- the template.


function p.formatLink(frame) local args = getArgs(frame) local link = args[1] local display = args[2] if not link then return p.makeWikitextError( 'no link specified', 'Template:Format hatnote link#Errors', args.category ) end return p._formatLink(link, display) end

function p._formatLink(link, display) -- Find whether we need to use the colon trick or not. We need to use the -- colon trick for categories and files, as otherwise category links -- categorise the page and file links display the file. checkType('_formatLink', 1, link, 'string') checkType('_formatLink', 2, display, 'string', true) link = removeInitialColon(link) local namespace = p.findNamespaceId(link, false) local colon if namespace == 6 or namespace == 14 then colon = ':' else colon = end -- Find whether a faux display value has been added with the | magic -- word. if not display then local prePipe, postPipe = link:match('^(.-)|(.*)$') link = prePipe or link display = postPipe end -- Find the display value. if not display then local page, section = link:match('^(.-)#(.*)$') if page then display = page .. ' § ' .. section end end -- Assemble the link. if display then return string.format('%s', colon, link, display) else return string.format('%s%s', colon, link) end end


-- Hatnote -- -- Produces standard hatnote text. Implements the template.


function p.hatnote(frame) local args = getArgs(frame) local s = args[1] local options = {} if not s then return p.makeWikitextError( 'no text specified', 'Template:Hatnote#Errors', args.category ) end options.extraclasses = args.extraclasses options.selfref = args.selfref return p._hatnote(s, options) end

function p._hatnote(s, options) checkType('_hatnote', 1, s, 'string') checkType('_hatnote', 2, options, 'table', true) local classes = {'hatnote'} local extraclasses = options.extraclasses local selfref = options.selfref if type(extraclasses) == 'string' then classes[#classes + 1] = extraclasses end if selfref then classes[#classes + 1] = 'selfref' end return string.format( '
%s
', table.concat(classes, ' '), s )

end

return p
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  3. ^ http://everything-pr.com/waggener-edstrom-worldwide-asia/37913/
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  15. ^ a b Waggener Edstrom. (2012). PRWeek (U.S.), 15(5), 42.
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External links

  • Waggener Edstrom Communications
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