Advocates leading consumers: study

The study, conducted by Weber Shandwick, surveyed 583 consumers in nine countries, including Singapore and China, and found that nearly two-thirds of global consumers are deciding more quickly to support or reject companies, products and services than they did two or three years ago.

Among the factors fuelling this speed are people becoming more informed, having stronger voices and easier access to information and experts.

The research comes as Weber Shandwick is selected to handle Nortel’s global PR business, after a competitive pitch — and after IPG sibling McCann Erickson was chosen to handle Nortel’s global advertising business.

The win is expected to bolster Weber Shandwick’s regional technology practice, which has grown substantially over the past year. In addition to six new hires in Hong Kong, the office’s technology practice director, Scott Sykes, has been charged with leading the regional technology practice.