Waggener Edstrom enters Korea with investment in Shout Communications

The two agencies have collaborated for more than five years. Shout, established in 2002, has more than 50 consultants and has worked with a technology-heavy roster of clients including Adobe Systems, Brocade Communications, Hitachi Data Systems, Intel and Western Digital. 

The transaction, which has already been completed, is a minor equity investment that includes a partial ownership stake, according to a spokesperson. 

“Today’s commitment is a natural progression to solidifying our partnership," said David Ko, executive vice president, Waggener Edstrom Asia Pacific. Both Shout and Waggener Edstrom have expanded from their technology roots to address diverse sectors including consumer, B2B and public affairs, he added. 

Given increasing demand for social-media marketing in Korea, the two agencies will deliver great value to clients thanks to Waggener Edstrom’s resources in digital PR and Shout Communications Korea’s track record in the area, said Jessica Kim, chief executive officer of Shout Communications Korea.

The investment is part of an "aggressive" expansion strategy that included entry into Australia last September, new offices in Delhi and Bangalore India last November (joining a Mumbai office opened in 2010). Globally, alliances give Waggener Edstrom reach into more than 80 markets. Additional expansion in further international markets is planned for later this year, according to the company.