SEATTLE—Waggener Edstrom Worldwide has been named public relations agency of record in Southeast Asia for eBay, the world’s largest online marketplace; Samsung Anycall, the third-largest global cell phone manufacturer; and Joyo Amazon, the world’s largest retailer of Chinese books. The three chose the agency for its expertise in digital communications.
The eBay win extends Waggener Edstrom Worldwide’s existing relationship with the company in Hong Kong to Singapore, Malaysia and the Philippines, where the agency will spearhead a public and media relations campaign designed to drive awareness of the eBay brand and propel the company to the next level of business success in this crucial high-growth market.
The firm will also handle an initiative to raise the brand profile of Samsung Anycall (known as Samsung Mobile in the U.S.) at the Beijing 2008 Olympic Games. And as the PR agency for Joyo Amazon, the Chinese subsidiary of Amazon.com, Waggener Edstrom Worldwide will drive online consumer engagement and sales volume through product public relations and strategic media events. The engagement will include the launch, later this year, of China’s largest foreign-language bookstore, among other high-profile events.