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WGA >> About Us >> What We Do
Wolf Group Asia (WGA) is a management advisory firm providing strategic communications counsel to technology, media, entertainment, and telecommunications companies in Greater China and the Asia-Pacific region.
If you are like our clients, you are looking into WGA because you’re seeking a firm to augment the capabilities of your current agency and in-house communications and marketing teams with creativity, energy, insight, and focus, and because you find yourself challenged in one or all of the following areas:
Communicating Innovation “Technology is more than a sector – it is an elemental force that is changing nearly every industry in the world, one at a time.”
If you are an innovator in your industry, your challenge is to drive the widest possible adoption of your innovation in the shortest possible time.
That’s not easy in any market, but in China you face particular challenges. Whether it’s technological nationalism, uneven protection of intellectual property, industry resistance or especially slow customer uptake, adoption of innovative products and processes often requires more than just advertising and public relations.
You may, for example, need to forge support among local industry, build a complete ecosystem, obtain government approvals, gain acceptance of a new standard, or a combination of several of these.
And you need to do it all in a short time with a limited budget.
We will help you assess your challenges and, working with your team, we will help develop, manage, and implement a campaign designed to drive your business in China across “the chasm” in keeping with your budget and your timetable.
Building Credibility
Awareness and positive perception are important, but in the media-saturated Chinese market, they are no longer enough to guarantee success. China has gone from a sleepy media market with tight controls on advertising to one where consumers and other audiences are bombarded with ads and articles in nearly 10,000 publications and 700 television stations.
In a referential society like China, where trust and word of mouth play critical roles in final decisions, building credibility needs to become your company’s focus, because it is credibility - and the trust that it facilitates - that form the most meaningful differentiator for companies operating in China.
In building “cred” for your company in China, WGA employs our proprietary “Talk Shop” system. Starting with a team that includes all relevant marketing disciplines, we work with you to build credibility and trust through genuine conversations with consumers, government, industry, media, analysts and other audiences.
During the effort, we determine what audiences are most critical for you to build credibility with, assess what is necessary for your company to create or enhance your credibility with them, and then build a “living campaign,” a structured yet highly flexible program focused on taking you to the point where your audiences readily give credence to your thinking, your position, and your messages.
Truly, there can be no more meaningful goal for a communications campaign than the trust of your audiences, and our efforts on your behalf are focused on that single goal.
Competitive Communications
For companies in nearly any industry, there are few places in the world where competition is more intense than China. Over the past decade, corporate decision-makers worldwide have decided that it is essential for them to be operating in the PRC, even at the cost of near-term profits in the market. You probably already notice that you are meeting competitors in China that you might not meet elsewhere, or that your competitors have taken a radically different strategic approach in China. With companies from every region in the world coming to China, it is fair to say that international competition alone makes this an intensely crowded market.
Adding to the crowd are several, sometimes dozens, hundreds, or thousands of local competitors. Our clients in the mobile telecommunications space, for example, face over 60 local competitors. Our clients in advertising face over 3,000.
Richard D’Aveni of the Tuck School of Management at Dartmouth coined the term “hyper-competition.” He could have been describing China.
At WGA, our core belief is that corporate communications and marketing communications should be competitive weapons that, properly managed, can create decisive advantage either at a specific juncture or even over the long term.
To that end, WGA has pioneered the field of “Competitor Relations,” a discipline that focuses on using communications to reduce the credibility and effectiveness of a competitor in the marketplace. Using only ethical tools, tactics, and techniques developed exclusively for this purpose, we build a program designed to erode your competitor’s position without any negative effects on your own.