Waggener Edstrom strengthens APAC positioning


PR firm Waggener Edstrom  has moved to strengthen market positions in both China and Australia. 
Chris Millward, announced as Waggener Edstrom’s new general manager for the agency’s China operations, brings two decades of experience as a Beijing resident since 1994. 
Millward has previously worked with Edelman, Weber Shandwick, Lenovo Mobile, Turkish Airlines, Bayer AG, Procter & Gamble, and IBM. 
Millward will report to senior vice president Matt Lackie, who oversees Waggener Edstrom’s Asia Pacific presence, and work closely with other leadership in the region including Beijing general manager Jason Cao, Shanghai VP & general manager Cathleen Witter, and Emma Richards, Hong Kong VP & general manager.
In Australia, Waggener Edstrom has increased its equity share in Australian communications agency Buchan to 42.5%.
Buchan began as an affiliate in Waggener Edstrom’s Global Alliance Network in 2007; in which WE made an equity investment in 2011. 
With offices in Melbourne and Sydney, Buchan has provided communications services in the Australian market for 25 years and specializes in corporate and investor communications, stakeholder management, and business and economic policy.
“The most effective communications campaigns are customized to local markets, which requires deep knowledge of those audiences,” said Melissa Waggener Zorkin, Waggener Edstrom CEO and founder. “These two moves increase our already strong expertise and insight in the market.” 
These moves also follow double digit growth for Waggener Edstrom over the past few years and the addition of Qatar Airways, Skype, and Johns Hopkins to its client roster in the past year. 

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