WE says it plans to use local talent as well as transfers from its other international offices. In addition to its African office, WE owns 16 offices worldwide, with a further 45 markets serviced by the WE Global Alliance programme consisting of 17 independent partner agencies.
“Our philosophy is to attract and engage diverse talent — all around the globe,” said Melissa Waggener Zorkin, CEO, president and founder of Waggener Edstrom Worldwide. “Our first office in Africa will extend our Innovation Communications application of how we view influence working today, and the role it plays in driving the growth, understanding and adoption of innovation.
"That understanding, coupled with our commitment to be a responsible leader in our industry, gives us a solid foundation from which to deepen our capabilities and expertise in the areas of corporate responsibility and sustainability for clients in this important market.”
A big focus for the agency is digital and it has developed a number of online tools such as twendz pro, a measurement tool that audits and analyses real-time Twitter conversations to determine what has been said, who the key influencers are, sentiment - positive; negative; or neutral; and helps businesses find the people who matter the most to them.
Over the past 10 years Sorour has worked with local and multinational brands on business-to-business and consumer campaigns for blue-chip companies including Barclays, Cisco Systems, IBM and Siemens AG. As well as leading operations in Johannesburg, Sorour will join WE's Europe, Middle East and Africa (EMEA) board.
“We're delighted to be working with Microsoft and to get the office off the mark with its first competitive win,” said Chris Talago, executive VP and GP EMEA. “Marcus' proven ability to run influential campaigns and South Africa's positive economic growth creates an exciting platform for Waggener Edstrom Worldwide not just in South Africa but throughout the region. As our clients are actively expanding communications programmes in Africa, our expansion is timely.”
“Waggener Edstrom Worldwide has invested deeply in its digital team, WE Studio D, and in building its corporate responsibility practice,” said Sorour. “The tools and services its creating are truly breaking new ground. As adoption of digital communications escalates in South Africa, so does the opportunity for companies to rethink and evolve their approach to marketing.“
Before joining WE, Sorour was managing consultant of Text 100's South Africa operations, where his work included handling the Cisco emerging markets and Lenovo accounts. Before Text 100 he led advertising and public relations accounts at Draft FCB in Johannesburg. Sorour guest lectures on industry trends at the University of Johannesburg and the Public Relations Institute of South Africa.
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