MUMBAI—Waggener Edstrom Worldwide is expanding in India, as it establishes a presence in Delhi and Bangalore in addition to its Mumbai office, which launched a year ago.
“India is today one of the fastest growing markets globally, across industries,” says Melissa Waggener Zorkin, Waggener Edstrom Worldwide CEO, president and founder. “It presents both a challenge and opportunity, to constantly diversify, innovate and create new approaches in engaging as well as influencing audiences.”
This continued growth is also supported by a new survey commissioned by the agency, which interviewed more than 50 marketing and communications professionals and 200 consumers across India. The study revealed a growing shift away from print as digital media continues to gain influence among businesses. Digital spend is also expected to continue rising over the next 12 months with key areas of investment being corporate websites, social networking platforms and online news media.
At the same time, the study also suggests a significant disconnect between communications professionals and consumers about the power of real-time negative feedback on digital platforms. While consumers and communication and marketing specialists are in close agreement about the impact of positive communication via digital channels, 63 percent of consumers believed it has a major impact, while only 46 percent of communications professionals think the same.