WAA takes on staff and clients as Twist closes
Following the closure of Twist Communications on Monday, four senior members have joined WAA. The four, including Twist managing director Beki Underhill, joined the team at WAA’s office in Sutton Coldfield near Birmingham yesterday.
Coleshill-based sales promotion agency Twist Communications – which employed around 15 staff – went into administration on Monday.
Following a series of emergency meetings and discussions on Monday and Tuesday, all of Twist’s clients have agreed to follow their account handlers and transfer their business to WAA with immediate effect.
A spokesperson for WAA said that this move "allows a consistency of service with those closest to their accounts and the ongoing delivery of campaigns".
WAA chief executive Andrew Wilson (pictured) added: “Twist is an agency we know and respect. Its closure is a sad reflection of the current state of the market and threatened to leave a talented team without employment and a client base without an agency to service their accounts.
“Twist’s clients were extremely reluctant to part company with their agency, so by taking quick and decisive action we have been able to reassure them that we can not only fulfil any existing obligations on live campaigns but provide long term security and consistency, both with their existing account contacts and the wider WAA team. The team is now installed in our offices and plans as to how we can benefit from our mutual experience are already under way.
“Today’s move follows hot on the heals of WAA’s acquisition of MarketingNet and is further proof that we are not only geared for growth but are culturally and strategically prepared to act quickly when opportunities arise.”
Twist chief executive James Hobday will continue to be involved with the business on a consultative basis.