MxMIndia

Tag: Waggener Edstrom

  • The agency's new name and look represents how the agency has transformed over time to better harness the power of its clients, people, partners and influencers

    Waggener Edstrom undergoes name change to WE

    By A correspondent

     

    Independent communications agency Waggener Edstrom has repositioned itself and has changed its name from Waggener Edstrom Communications to WE. The agency’s new name and look represents how the agency has transformed over time to better harness the power of the collective WE – its clients, people, partners and influencers.

     

    “This evolution has been underway for quite some time. What you see today is a fresh set of assets to better reflect who we are at our core and all the hard work that has been underway in our own business transformation,” said Matt Lackie, Executive Vice President, APAC. “We’ve built strong momentum around our defined point of view on what communications can do for brands that are undergoing disruption. Since the beginning, clients have come to us – and continue to choose us today – because we help them navigate change, using the power of storytelling to drive impact. The best part about this transformation is that it’s aligned to who we have always been.”

     

    WE sits at the intersection of people, brands and technology and that gives the agency a unique perspective on how tech is transforming every brand and every customer. As technology has transformed from an industry into something that underpins how people do almost everything in life, WE has been at the center of it, working for some of the strongest brands across the globe, including MediaTek, Volvo, Microsoft and more.

     

    Over the past couple years, WE has deliberately focused on building out key parts of its business to benefit its clients, and is now showing growth in many of these areas, including extending its footprint through its network and affiliates; strengthening its global leadership team by adding fresh talent and giving people new opportunities; and expanding service capabilities on its own and through partnerships to deliver clients best-in-class resources.

     

  • It also found that inspirational, funny and entertaining content are most likely to be shared on social platforms followed by personal, news and educational content

    Waggener Edstrom’s report throws up interesting insights on content relevance

    By A Correspondent

     

    Waggener Edstrom India, a independent integrated communications agency recently released a research report on changing patterns of digital engagement in India and its impact on brand advocacy: Content Matters: The Impact of Brand Storytelling Online in 2015”. The report reveals that 73 percent of Indians recommend brands with a greater digital footprint and higher levels of online social engagement. It also found that inspirational, funny and entertaining content are most likely to be shared on social platforms followed by personal, news and educational content.

     

    The report explored the correlation between devices and social media platforms relating to purchase behavior and how those dynamics vary across nine industries: Beauty, Consumer Electronics, Finance & Banking, Food & Beverage, Healthcare, Mobile Devices & Tablets, Personal Care, Restaurants & Dining, and Travel & Tourism.

     

    Key findings of the report include the following:

    • The rise of smart phones: Smart phones at 40 percent are a very close second to personal computers at 52 percent as the device of choice to access information related to purchase decisions. Tablets are yet to catch on amongst Indians as the device of choice. However, 91 percent have access to computers whilst 85 percent have access to smart phones.
    • Content is king: 9 out of 10 Indian respondents are likely to follow a brand on social media where 29 percent seek general news about the brand while 27 percent want to receive discounts and promotional offers and 23% are in search of better customer service.
    • Facebook and WhatsApp lead the way: 29 percent of consumers polled indicated that Facebook remains the top social media platform preferred by Indians for sharing content, followed closely by WhatsApp (26 percent)
    • Consumption habits: Although 16% use search engines and another 16% are fans of word of mouth, whilst 14 percent use company websites, review sites, social media, traditional media, forums, blogs, IM and online news are all popular too. When it comes to recommending brands to friends and family, 73 percent of digital savvy respondents are willing to recommend brands that they have a high level of engagement with online.

     

    The report was released at an industry round table comprising marketers, communications leaders and business heads on ‘How can brands best digitally engage with the consumer for maximum advocacy?’ moderated by Madhuri Sen, Managing Director, Waggener Edstrom Communications.

     

    Setting the stage for the discussion, Sen said: “Effective brand storytelling requires an ecosystem of media with both online and offline touch points. However, the dominant platforms shift according to industry and geography. Organizations are now recognizing the need to move away from what was a higher channel focus to a content focus. It is important to figure out the content and then the channel as opposed to having the media plan in place and then deciding the content.”

     

    Addressing the panel, Carolyn Camoens, Regional VP, Waggener Edstrom Communications, APAC said: “I’m not going to share what I had for lunch today. But if there is something funny or inspirational I am sharing that. So it still goes back to the nature of that content that is being shared and how much value it has for the Indian consumer. I know pictures of my half-done kitchen are not interesting to you, but me saying ‘my home coming together’ is sharing an emotional experience with your network. That’s what brands need to connect to.”

     

    Siddharth Sankhe, India Lead, Insights & Analytics, Waggener Edstrom Communications said: “Things are changing at a good pace with regards to inclusion of smartphones in the daily lives of people. Brands need to acknowledge this and create mobile ready content which is easy to consume and share. Computers still stand as an important device for a lot of other functionalities, but smartphones are replacing computers as the primary device of information consumption”

     

    Adding to the shift in smartphone related behavior, Hanneli Slabber, Country Manager – India, South Africa Tourism, shared a travel based perspective – “If I am standing on the top of Table Mountain which overlooks Cape Town, and I can be on Facebook in 30 seconds – I’m there. You got a much bigger bragging factor when you say – this is where I am, wish you were here.”

     

    Nandini Goswami, Director, Corporate Communications, Kellogg, India, presented the flipside to this mobile and digital wave in India, saying: “While social media has its many positives, there is a negative side to this as well. With the rise in smartphones usage, dissatisfied customers have an additional channel to vent on. This means that they don’t give the organization enough time to respond as the issue has already been tweeted, retweeted and shared on Facebook. Each industry will be affected differently by this.”

     

  • According to a Waggener Edstrom study, a staggering 97 percent of those survey said they follow their favourite brands on social channels

    Indian consumers spend up to 187% more on brands they follow online: Waggener Edstrom

    By A Correspondent

    Integrated communications agency Waggener Edstrom Communications (WE) released a proprietary research report “Content Matters: The Impact of Brand Storytelling Online in 2014”.

     The study surveyed over 2,200 consumers between the ages of 15 and 60 across 10 Asia Pacific markets including India, to look at the impact of brand storytelling online ondriving key consumer behaviours such as brand advocacy, spending, and engagement across six business categories.

     “Communications professionals across Asia find themselves under increasing pressure to prove the ROI of their investments in digital content. The study revealsa clear relationship between brand storytelling online and increased consumer spending, referrals, and engagement,” said , Vice President of Digital at Waggener Edstrom’s Studio D in Asia-Pacific. 

     Respondents were asked a series of questions related to how they interact with brands across different business sectors, including Travel & Tourism, Mobile Devices, Consumer Electronics and Appliances (excluding Mobile Devices), Food & Beverage products, Personal Care products, and Healthcare.

    “Across all markets and business sectors, we found that consumers who are exposed to brand content regularly through social channels spend more on products and services than those that don’t. Indian consumers who engage with their favourite healthcare brands online spend 187% more than those that don’t,” said Stephen Tracy, APAC Lead at Waggener Edstrom’s Insight & Analytics (I&A) practice.

     A staggering 97% of the Indian respondents surveyed follow their favourite brands on social channels. Of this, while mobile devices, consumer electronics, and food & beverage products are among the top three sectors, it is interesting to note that 72% of the Indian consumers surveyed follow their favourite healthcare brand on social channels, which is even higher than the Asia-Pacific average for the healthcare sector at 48% and even ahead of the Indian travel and tourism sector at 68%.

    “As social media adoption and usage is flourishing in India with the second largest Facebook population worldwide, the study shows that in 2014 multi-channel brand storytelling is central for brands to be rewarded with larger spends, engagement rates, and higher levels of brand advocacy,” said Madhuri Sen, Managing Director – India at Waggener Edstrom.

     “While India has the second lowest rate of smartphone penetration across all markets covered, it is notable to witness the significant growth of mobile IM platforms such as WeChat and Line as these platforms have become more like social networks rather than just instant messengers. The study shows WeChat and Line as the third and fifth most frequently used platform after Facebook and Twitter among the Indian consumers surveyed,” Ms Sen added.

    The complete study from Waggener Edstrom can be downloaded from http://apac.waggeneredstrom.com .