Expressen Launches Wasp Communication

With advertisers increasingly looking for smart solutions that break down old boundaries, media companies are answering the demand with creative advertising that crosses the span of channels they work in.

Swedish newspaper Expressen is taking things one step further with the daily’s new contract publishing agency, Wasp Communication.

Named after the Expressen’s wasp mascot, the agency will focus on editorial communication: “In our case, contract publishing is about communicating editorially via common channels, print, digital and video. We will produce customer and internal magazines and newspapers, websites, web TV and anything else that falls within the framework of editorial communication,” says Jonas Nilsson, who will be running Wasp Communication.

The market for editorial communication is strong, says Nilsson. “More and more companies are seeing the advantages of editorial communication, in particular now when you can reach customers in real time thanks to the fact that people are always connected via their computers or smart phones,” he says. “Communicating editorially in your own corporate channels is an increasingly important part of a company’s marketing mix since it is a good way to build relationships and loyalty with customers in the long term. Which results in higher sales.”

For Expressen, creating Wasp Communication was a natural. “We have a strong offer, thanks to our ability to provide both high-quality editorial products and effective distribution channels via Expressen both in print and online,” says Nilsson.

The biggest challenge will be packaging the offering in an attractive and comprehensible enough way that customers understand the advantages with the agency’s approach, says Nilsson.