Ad Giant Ed Wax Weighs In On New Industry Trends - Points to Rise of Smaller, Multi-faceted Agencies; Dubs Charleston, S.C. Firm “Poster Child” for Industry’s Future

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Today at the 30th anniversary celebration of Rawle Murdy, a Charleston, S.C.-based marketing, advertising and public relations firm, former Chairman of Saatchi & Saatchi Worldwide Ed Wax weighed in on the state of the industry. Most notably, he pointed to independent firms, like Rawle Murdy, calling them “the future of the industry.”

Ad industry legend Ed Wax today called Charleston, S.C.’s Rawle Murdy a ‘poster child’ for the industry’s future. Speaking at their 30th anniversary celebration, Wax praised the firm’s strategic thinking, ‘outsmarting vs. outspending’ approach to communications, and quick turnaround times—citing those traits as bellwethers of the current business climate.

Wax commented on the trend of public companies acquiring and merging large agencies over the past 25 years. “Doomsayers have been predicting the eventual demise of smaller agencies, but this will not happen for very good reasons,” he said. “Small agencies are privately owned and serve one master—the client. Large public agencies also have to satisfy shareholders and quarterly reports, which is why we’re seeing large clients starting to use small agencies on a project basis. Smaller agencies can move quickly, and can focus their energy and talent on a specific issue.”

Wax noted the growth of quick, nimble and savvy advertising firms throughout the world, saying that because they are “organically able to deliver full service by necessity,” they are becoming more appealing options to major companies.

“What I’ve found is that talent is everywhere, and not just related to geography or size of the firm, as we once thought,” said Wax. “Firms like Rawle Murdy prove this fact. Great agencies are about having great people.”

Wax participated in Rawle Murdy’s 30th anniversary celebration along with Former Ambassador to Great Britain Philip Lader who currently serves as non-executive chairman of The WPP Group (one of the world’s largest communications groups) and long-time Charleston Mayor Joseph P. Riley, Jr.

Rawle Murdy is a Charleston, S.C.-based marketing, advertising and public relations firm providing comprehensive in-house resources. The firm has a diverse range of clients including the South Carolina Department of Parks, Recreation, and Tourism, Orient-Express North America, the South Carolina State Ports Authority, and Piggly Wiggly Carolina Company grocery stores. The firm has earned awards from Print!, Telly, the Public Relations Society of America, and is a two-time winner of the MediaWeek Plan of the Year Award. For more information, visit


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