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GD. PR Agency Head of the Year


Winner
Campaign Title

Matthew Lackie
Client

Agency

Waggener Edstrom Communications

Matthew Lackie is senior vice-president and Asia-Pacific lead at Waggener Edstrom Communications. A year of transformation paid off for the agency. After appointing Lackie, WE made great strides in evolving its business from a collection of individual offices to one of Asia’s top regional networks. By end-2013, Lackie led the region to increase revenue by 11 per cent, pre-rent profit by 31 per cent, 33 new clients, and 13 per cent more new regional clients, all the while achieving an impressive 90 per cent employee retention rate. Under his leadership, the agency now boasts a rapidly growing and diversified client portfolio and fully-formed healthcare, corporate, consumer, and technology practices, each underpinned by a dynamic digital practice. It has experienced further portfolio growth with leading non-tech brands and has been especially successful in winning new clients for the consumer practice, such as Jetstar, Lancel, and Pernod Ricard. In addition, Lackie has driven the strategic expansion of WE’s APAC team through non-traditional hires. Former lawyers, ex-journalists, and converted tech specialists have been brought in to create a formidable pool of skills, knowledge, and perspectives aimed at providing clients with integrated and creative solutions.
Lackie is this year’s PR Agency Head of the Year for understanding the continuously evolving industry, staying close to clients, and being an accessible and open leader. His strategy has proven successful for the agency by expanding its regional offering, keeping his team engaged and eager to learn, and instituting industry though-leadership. His passion for helping clients achieve their business goals and encouraging a dynamic work environment drives him to constantly seek the best.