North-South formula means business for W

Laura Foster (Scaleup North East)

Created by Laura Foster (Scaleup North East), 8 months ago, [last edited 7 months ago]

It’s not often that the North-South dynamic is referred to in terms of opportunity and innovation. But at the end of April, London’s W Communications, in pitch-perfect partnership with its Newcastle-based W North operation showed how blending the creative expertise of teams 300 miles apart can win a major UK contract. 

Beating off stiff competition from leading, national PR agencies, the combined W team secured the consumer PR contract for Three, one of the UK’s main mobile network operators, in a deal that brings more high-profile work to the North East’s burgeoning creative cluster. 

W’s North-South collaboration for the Three pitch was not a one-off. Currently one of the UK’s fastest growing PR agencies, W boasts an impressive line-up of household-name clients within its portfolio, including PG Tips, Ben & Jerry’s, Freixenet and Hellman’s, many of which are serviced between the London and Newcastle offices.

Much has been said of the need for regional brands to ‘act national’ as they grow, but W also embraces the reverse philosophy: the importance of regional insight and cultural context to national campaigns. A philosophy that, ultimately, drove the launch of W North in 2017 through W Communications’ acquisition of Newcastle-based Glue PR. As a result, W now boasts an office in Newcastle’s Toffee Factory, alongside its London, Singapore and Amsterdam bases.

The move by W to invest in North East England as a strategic base for its work reflects the region’s growing track record for attracting creative talent and providing a good quality of life, as well connectivity to other major cities in the UK and overseas. It also coincides with a region-wide campaign, Invest North East England, which aims to stimulate more investment in the region from companies across a range of sectors.

Christian Cerisola, W North’s head of office, recently enrolled W North onto the Scaleup NE programme to help progress plans for growing the Newcastle office into a key regional, as well as national, player. He said,

Aside from providing us with support around new business development, team leadership and other aspects that are vital to growing a business, we’re really keen to collaborate with SMEs in the Scaleup NE community and offer support wherever possible to any regional business looking to make noise at a national level.


In many ways, the W North outlook really embodies the Scaleup NE mission – to work with and grow ambitious businesses from the North East and help them become national and international leaders in their sector. If that sounds like your company, too, please don’t hesitate to get in touch by emailing [email protected] today.

Laura Foster (Scaleup North East)

Created by Laura Foster (Scaleup North East), 8 months ago, [last edited 7 months ago]

Tagged under Scaleup