W Communications Expands Global Reach with New Iceland Office

REYKJAVIK – Independent agency W Communications is opening its fourth international office, expanding to Iceland under the name W/Nordic.

W already worked on projects in Iceland in collaboration with consulting firm Instrument and advertising agency Brandenburg. This experience, coupled with the country’s burgeoning business and innovation scene, likely fueled the agency’s decision to establish a permanent presence.

The new Reykjavik office will be led by Kristjáni Schram (pictured, right), vice-president of W/Nordic, with two full-time employees at launch. Schram will also continue in his role as lead strategist and partner at Instrument, fostering a strong collaboration between the two agencies. W’s international vice president Lucy Austin (pictured, centre) based in London, will co-ordinate the global offices, ensuring seamless collaboration and shared expertise.

W Communications owner Warren Johnson expressed enthusiasm for the new venture, highlighting its potential for both Icelandic companies and global brands. “We have seen a huge appetite from Icelandic brands and companies in further globalising their business, not only from a commercial point of view, but sharing the wealth of innovation and ingenuity they provide,” said Johnson. “The country’s geographical position also provides a natural connective opportunity between North America and Europe, especially in the Nordic countries.”

Johnson further emphasized the importance of local knowledge and partnership: “Global campaigns are most effective when informed by hyper-local insights and activated through trusted partners, which is why our collaboration with Instrument is an important link in our plans in Iceland.”

W now has a team of around 200 globally, working for brands including Sony, Unilever, British Airways, and Disney. The agency’s expansion into Iceland strengthens its presence in the Nordic region, offering clients access to its global network and expertise while also supporting the growth of Icelandic businesses looking to expand internationally.

Key Takeaways:

• W Communications has opened a new office in Reykjavik, Iceland, marking its fourth international location.
• The agency will leverage its existing partnerships with local firms, Instrument and Brandenburg, to provide clients with tailored solutions.
• W Communications is committed to supporting Icelandic brands in achieving global growth while also helping international companies access the Nordic market.