Irvine-based advertising agency Wunderman West is no longer an island.
The California arm of global ad network Wunderman now has stronger ties to its parent company through a recent restructuring that integrated Wunderman’s 20-plus agencies into one cohesive unit.
The full-service local agency now specializes in consumer engagement and retention through digital media while relying heavily on a worldwide network for support with its other offerings, such as corporate and product branding, consumer insights and marketing research.
The agency posted capitalized billings of about $200 million last year and represents clients such as Mattel, Hilton and Invisalign.
All in One
New York-based Wunderman, a $1 billion advertising industry giant whose client roster includes Microsoft, Citibank and Coca-Cola, has reorganized its operations after a decade of growth through acquisition. The member of WPP Group PLC in London now groups its agencies into four global divisions—Brand Experience, Consumer Engagement, Data & Insights and World Health—each supporting a different aspect of its marketing mix and ready to help the other divisions as needed.
Wunderman West, established more than 20 years ago, is now a part of the Consumer Engagement division, which focuses on customer retention.
The new structure gives the agency a chance to grow and to take on a more prominent role in consumer engagement through social media and mobile advertising, said Daniel Olson, managing director of the Irvine ad shop, which counts 70 employees.
“I see it translating into global opportunities for our team,” he said. “In the short term, very little changes for us operationally, but as we go forward … the new structure gives us the opportunity to stretch our wings … to be part of a bigger team that supports larger global clients while allowing us to continue supporting local clients. It’s really the best of both worlds.”
The Consumer Engagement division’s scope of work revolves around consumer relationship management. The group uses Web-derived data, as well as consumers’ transactional histories, to create tailor-made campaign messages, loyalty programs and other offers.
The Brand Experience division focuses on customer acquisition over digital channels. The group addresses “one of the most important business requirements today—connecting a new generation of digital consumers skeptical of traditional brand communication and fiercely independent in how they seek information and form opinions,” said Sam Landers, the division’s president. “When powered by data, it creates true engagement, which is what advertising today is all about.”
Still Data-Driven
The Data & Insights division collects and analyzes raw data and other marketing information and shares it with the rest of Wunderman’s affiliates.
The Irvine shop is no longer burdened with extensive data mining, but data analysis is still performed in-house there.
“The key to employing data effectively is to make it relevant for your marketplace and your client, and that interpretation is most effective at a local market level,” Olson said. “The focus here [in Irvine] has always been on finding data-fueled ways to connect the brand to the consumer for life. As this model takes shape, it will open the door to new clients and offer broader possibilities to existing ones.”
Wunderman’s World Health division, meanwhile, spearheads customer engagement in pharmaceuticals, consumer health and health services.
It helps healthcare clients “leverage capabilities in data, digital and CRM (consumer relationship management) to create relevant content, services and tools” that support the industry’s new customer-centric focus.
Wunderman West will continue to handle the Invisalign account, supported by broad global resources from Wunderman World Health, Olson said.
Clients have so far given positive feedback on the new structure, he said.
“Clients both large and small have been supportive,” Olson said.
“And moving forward, I think that sentiment will grow as they see what additional capabilities we have to offer.”Â
