How We Select New Offices

Posted by: in Culture, executive insights, w20 group on February 26, 2014

When we open a new office, it is our way of complimenting a city.  We may not formally say it, but our actions speak for themselves.

There are a series of intangibles that are drivers for success, in our view.

#1 – Our Clients – we look at where our clients are today and tomorrow.  As we look out several years, we can see where the Fortune 500 is located (that’s easy), where new companies are being formed more readily (a bit harder) and where our offering matches up well with this mix of companies.  If we look at the Boston area, it has a very strong mix of Fortune 500 and emerging technology and health companies.

#2 – Our People – we are very interested in cities where we can attract and hire a range of talented people, whether they are in communications, marketing, software or analytics.  This usually means that a strong academic network is part of the city.  We also look at where we know people who have natural networks in the city, so we become a true partner of the city.  Basically, we believe in where we live.

#3 – Our One Long Hallway – we have one P&L, so our teams can work seamlessly across offices and focus on ensuring the right team is on each project.  In too many agencies, each office has its own P&L, which may work for those firms, but it leads to parochial behavior.  Our belief is that a person in Boston, combined with someone in San Francisco and Austin may be the right team and, if it is, we’ll go with that team.

Said another way, geography is really important for us to build the best firm….yet geography is irrelevant when it comes to achieving the best results for our clients every day.  Results are boundaryless.

We’re thrilled to be opening up our Boston office, by the way.  You can read more from Adam Cohen here.

All the best, Bob


By: Bob Pearson

Bob is the President of W2O Group, an independent network of digital communications and marketing companies. He is an author, frequent speaker and instructor for Rutgers center for management development. After the success of his book Pre-Commerce, Bob is currently working on a new book on the future of media titled Storytizing that will be available in 2014. Prior to W2O Group, Bob worked as VP of Communities and Conversations at Dell to develop the Fortune 500’s first global social media function -- an industry-leading approach to the use of social media, as highlighted in the best seller, GroundSwell. Before Dell, Bob was Head of Global Corporate Communications and Head of Global Pharma Communications at Novartis Pharmaceuticals in Basel, Switzerland, where he served on the Pharma Executive Committee. He also serves on a variety of Boards in health and technology. Highlights include serving as an original member of the P&G digital advisory board and being appointed by the Governor of Texas to serve as chair and vice chair of the emerging technology fund for the State of Texas.

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Pre-Commerce Check out W2O Group President Bob Pearson's new book, Pre-Commerce, in which he shares ideas for leaders to engage directly with customers to shape their brand and marketplace success. Now available for order on! Join the conversation #precommerce.

2 Responses

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  1. Welcome to Boston Bob! Thanks for sharing your rationale for choosing our fair city for your newest office. You picked a good one in Adam Cohen, but you already knew that.

  2. Thanks for the kinds words Jim, you can come by the office any time.

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