We. Communications

South Africa

Founded 40 years ago by Melissa Waggener and Pam Edstrom, We. Communications parlayed its still-critical Microsoft relationship to become one of the world’s biggest, and most successful, specialist technology PR firms. Global reach now stands at offices in 21 cities, including South Africa, where the firm is true to its founding principles, with independent roots and female leadership.

We’s integrated approach spans digital, social, insights and analytics, creative, and PR, with a  suite of services is tailored to the new environment, including company transformation, for clients undergoing major change; Launchpad, for new products and services; C-Suite Surround, to elevate executive voices; Brand Resonance, integrated campaigns that increase brand visibility; Reputational Resilience, risk management; and AI Accelerator, designed to help communications and marketing teams implement AI in their organizations. Recent years have seen the fir expand beyond its core tech sector to include corporate reputation, purpose, and sustainability work for a wide range of clients.

Organic growth last year was a very healthy 12%, while growth of work outside the tech sector was 86%--vindication of the firm’s diversification strategy. Long-term clients include Microsoft (15 years), Fly Safair (11 years) and several others who have been with the firm for five years or more: Vodacom, Lenovo, Trend Micro, and Intel. Interesting work last year included “Navigating Turbulence,” which showcased FlySafair's proactive approach to crisis management.

We’s South African office has a small team—fewer than 20 people, led bt managing director Sarah Gooding—but the average length of tenure (eight years) speaks to the emphasis on culture and values. There is also a strong commitment to the community—both in the authentic and purpose-driven work for which the firm is known and initiatives such as achieving B-BBEE level 1 for the fifth consecutive year—and the profession, with senior executives engaged in several industry bodies.—Paul Holmes