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Waggener Edstrom Worldwide (WE) opened an office in Johannesburg, South Africa this week to handle “pan-African corporate and technology PR for Microsoft Corp’s West, East, Central Africa & Indian Ocean Islands (WECA & IOI) account following a three-way pitch,” according to the announcement.

WE grabbed Marcus Sorour from competitor Text 100 to run the office as general manager. He will staff it with local talent and transfers from WagEd’s sixteen other offices.

Though it’s not mentioned in the release, the timing couldn’t be better as big name politicians and business leaders descend upon the country ahead of, and during the upcoming FIFA World Cup soccer tournament this summer.

In addition to serving as GM in Johannesburg, Sorour will join WE’s Europe, Middle East and Africa (EMEA) board.

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