Wax Communications is repositioning itself as a pure sales promotion agency almost a year after it was created by the merger of Dynamo and Catalyst, according to a Promotions & Incentives article written by James Quilter.

Managing director Matt Tabb said last year’s launch did not include an explanation of its proposition because of the number of management changes at the company; Tabb himself only joined the agency in May.

Although Wax does practise other disciplines, Tabb said he wanted to position the agency as a specialist.

“We don’t talk about being ‘integrated’ because marketers can’t agree on what it means. Our work aims to elicit an active response from the consumer via the internet, events and on-pack.”