By Arun Sudhaman
MUMBAI: Waggener Edstrom has launched in India, poaching Text 100 veteran Madhuri Sen to lead its new office in the country.
Sen joins Wag-Ed after more than a decade at Text 100, most recently heading the agency’s GRO “offshoring” hub.
While Waggener Edstrom representative declined to comment on the development, The Holmes Report understands that Sen has been in place as India MD since last month.
It is further believed that Waggener Edstrom has chosen to launch via a wholly-owned start-up, rather than by acquisition. This approach remains relatively rare among international agencies in India, although Fleishman-Hillard adopted a similar strategy when it opened in India in 2007.
Waggener Edstrom’s Asia-Pacific presence remains relatively small compared to some of its rivals. Regional CEO David Ko is based in Hong Kong, while the agency also has offices in Singapore and China. Earlier this year, the Holmes Report named Waggener Edstrom has Technology Consultancy of the Year in Asia-Pacific.
Key accounts in Asia-Pacific include global client Microsoft, HP and EMC, although it is not clear whether Waggener Edstrom has launched to service these businesses in India. Each of those companies has existing local agencies: Microsoft and HP work with Genesis Burson-Marsteller while EMC retains Six Degrees.