Environics Communications has formed an affiliation with Waggener Edstrom Communications that connects the Canadian firm to a network of more than 100 markets around the world.
“It’s a commitment to work with each other to refer client needs in our respective markets,” says Environics chairman and CEO Bruce MacLellan. “It doesn’t entail any change in ownership or control. It’s strictly a marketing collaboration agreement.”
No money changed hands in the deal, he says.
Seattle-based Waggener Edstrom has been in business for more than 30 years and has 17 offices as well as alliances with other firms worldwide that bring the total to over 100.
The deal will allow Environics to participate in global RFPs conducted by multinational corporations, MacLellan says. “Previously a Canadian firm like Environics, would be excluded from those,” he says. “Now we’ll be brought in for the Canadian piece of them. And we already have one of those underway.”
In addition, the deal provides Environics staff with opportunities for professional development and the ability to collaborate with Waggener Edstrom on R&D.
MacLellan says the affiliation allows Environics to boost its international strength by aligning with a partner that shares its values.
Environics is the largest wholly-independent Canadian PR firm and Waggener Edstrom is the second-largest independent U.S. firm and both firms are owned and managed by their founders. “The cultural fit is strong.”
In a statement, Melissa Waggener Zorkin, CEO, president and founder of Waggener, said: “Our shared experience in traditional and emerging influence combined with deep understanding in the areas of technology, healthcare, consumer and social innovation will provide a strong foundation to do our best work.”
Waggener Edstrom staff will be in Toronto next week for two days of meetings so the firms can get to know each other better, MacLellan says.
Environics has more than 120 staffers in its Toronto, Montreal, Ottawa and Washington and annual fee income of more than $15 million.
