MADRID—Technology public relations firm Waggener Edstrom Worldwide has entered the Spanish market through a partnership with Ulled Comunicación, which becomes part of the WE Global Alliance. Ulled is the first European agency to become a partner in the alliance, and it will represent the U.S.-based agency in Iberia.
The agreement marks a new step in Waggener Edstrom’s expansion strategy outside the United States—it has European offices in London, Brussels, Munich and Paris—and it will broaden Ulled’s international outreach, while providing WE with a strong Spanish presence. Waggener Edstrom has also reached agreements with agencies in Australia, Korea and India.
“WE client demand and the strong growth of the Spanish economy signaled it was the right time to extend into this market,” said Claire Lematta, president of global expansion at Waggener Edstrom Worldwide. “Through the WE Global Alliance, we will be able to engage in the Spanish communications landscape by bringing the best minds together to address the needs of multinational companies working with an array of stakeholder and cultural audiences.”
According to Ulled general manager Roberto Abad, “Spain is an increasingly competitive country and an important decision-making centre. Spanish companies are growing more and more in the international markets, and we believe that this is the right time to offer them reliable tools in order to improve their public perception and brand awareness in the external markets.”
WE Global Alliance members not only execute clients’ public relations programs on the ground but also provide insight into the local media landscape, helping to guide strategies and achieve effective results. Member firms receive access to WE’s tools and methodologies, which helps ensure that clients experience consistent materials and outcomes, anywhere in the world.