W2O looks to eliminate confusion with network rebrand
Jim Weiss, founder and CEO of W2O Group.
W2O Group is rebranding its agency subsidiaries Twist, Pure, WCG, Sentient, and Marketeching under the W2O name.
The five agencies are adding W2O before their names, as in W2O Twist, W2O Pure, and W2O Sentient, said Aaron Strout, CMO of the network. No staff changes will take place as a result.
See also: W2O's Twist hires new president
"Everything we've done is because we want to make it easier for [clients] understand who we are and what you get from us," said Paulo Simas, chief creative officer at W2O. "We wanted to see if we could strip away some of the complexity in understanding our story."
The complexity resulted from five agencies sitting within W2O. Clients were aware of W2O and some of its subsidiaries, but the firm's leadership wanted to make it easier to understand the network.
W2O rolled out a redesigned website at the end of last month, with plans to move the subsidiaries' separate portals onto it. The network is also emphasizing analytics and insights with the tagline, "Building an unfair advantage for brands."
"What we do for clients is leverage analytics and insights and translate them into actionable strategies," Simas said. "If we can build an unfair advantage for clients and brands, we would be building a company advantage for ourselves in the market. The notion of ‘build' was something we've been using internally for years."
W2O has also restructured its business to better integrate its data, analytics, and insights services across all the agencies, Simas said, adding that the firm began changing its operations last year. For example, shortly after W2O acquired Sentient in December, it began pulling together its digital, creative, and strategy services into one group.
W2O acquired three agency subsidiaries in 2016: Pure, Sentient, and Marketeching, expanding the network's health, technology, and data analytics capabilities. Twist was created in the firm's restructuring in 2011, when the W2O Group parent company was established. W2O also sold a stake to private equity firm Mountaingate Capital last year.
"We realized we created a little confusion in marketplace [with the acquisitions]," Strout said. "One of the things we wanted to create was additional clarity. Clients will continue to work with individual agencies, but we're channelling all of those efforts into one holistic entity in W2O. The main area of focus is to eliminate some confusion and allow us to be more clear about who we are."
This story first appeared in PRWeek.