Security vendor AVG has brought Waggener Edstrom onboard just as a new CEO takes helm and its 2014 portfolio goes to market.
The win, secured last month, comes on the back of Waggener Edstrom being named AVG’s lead agency for global and UK communications last year. The agency runs AVG’s London-based content hub that also generates material for the US, says Lisa Allen, SVP and GM of the agency’s San Francisco office, where the US account resides.
Waggener Edstrom’s work primarily targets baby boomers, with some focus on SMBs, via a multitude of channels and media formats. Opportunities for newsworthy “owned media” abound within the security sector, in particular with antivirus vendors, given the data they collect on threat activity. For instance, all the major antivirus vendors -- including AVG, McAfee and Symantec -- regularly publish threat reports and the Kaspersky Lab has gained acclaim for producing Threatpost, a security news outlet.
“This is a space where you have to be really creative,” Allen says. “[AVG CMO Judith Bitterli] has a focus on the boomer audience.”
Already, the firm managed AVG’s bi-coastal 2014 product launch aimed at consumer media and bloggers. Waggener Edstrom works primarily with Ricardo Adame, VP of global comms for Amsterdam-based AVG, as well its US-based CMO Bitterli. The agency is also spearheading an executive visibility campaign for new CEO Gary Kovacs who took charge of the publicly-traded company earlier this summer after a three-year stint as CEO of Mozilla.
Prior to bringing on Waggener Edstrom, AVG worked with Finn Partners for three years. The company has also worked with MSLGroup, as well as March Communications and Lewis PR on its TuneUp division.