Category: Branding

WACO Global Logistics

The WACO_LogisticsWACO System is the world’s foremost independent global freight management and logistics network. WACO is an exclusive network consisting of a number of independent freight management companies. The company is an Association, owned by, and run for the benefit of our members WACO has its Corporate Head Office in Zurich and Operations Management in London.

WACO have members in more than 90 countries providing a network of more than 400 locations, employing over 21,000 freight professionals, handling over 1.85 million shipments each year with over one million tonnes of airfreighted cargo. The WACO network has a combined annual turnover of $4 billion, making The WACO System a major player in the global market.

FireDog is delighted that WACO has commissioned our to help develop marketing and communication material including a suite of new presentation material and the delivery of a new eMarketing and eCRM system for member based communications.

For more information see the WACO System or contact Rhys Davies at FireDog Research.

Innovative new venture for Dr Ross Moloney

New venture for Dr Ross Moloney


Dr Ross Moloney, Managing Director, FireDog Research

Former CEO of Skills for Logistics, Dr Ross Moloney is taking his unique skills set into an innovative new venture. As Managing Director of a new full-service research, marketing and communications agency, called FireDog Research, Dr Moloney will be working across public, private and charitable sectors.

FireDog has been established to help organisations in these sectors explore new markets, develop new products and acquire new customers. Alongside market research, creative branding and digital media, this new venture will also help clients with bid writing and funding acquisition.

Dr Moloney will be leveraging the experience gained from being actively engaged with skills policy over the last ten years. He has worked for the government as an economic policy adviser. Likewise, he has also taught economics and politics at the Universities of Nottingham and Birmingham – where he completed his doctorate.

Alongside Dr Moloney in FireDog’s Management Team are Gwenn Winters and Rhys Davies. Winters, also formerly at Skills for Logistics where she was responsible for delivering large-scale research, is Research Director, while Rhys Davies takes on the role of Communications Director. Davies has almost 20 years’ experience of developing and executing integrated marketing and communications solutions for brands including Metro Goldwyn Mayer, Sony Pictures, Cube Capital, Unipart, Britvic International and most recently Skills for Logistics.

Dr Moloney said: “FireDog fills a niche by helping organisations better understand their audience and markets and where future growth might come from. Likewise, we will help businesses understand challenges they might face moving forward – including in relation to skills. Having identified the challenges and opportunities, we will enable our clients to really attack the future”.

If you’re thinking about your future development, or need to better articulate your brand and communications offering then please get on touch for a no obligation conversation with the FireDog team.


As part of the ongoing strategy for growth, Vegas Communications has undertaken a full rebrand and restructure to develop a new differentiated corporate identity and product offering to adapt to new challenges and client demand as well as opening new markets and opportunities.

From January 2015,  Vegas Communications is excited to announce the completion of our strategic brand transformation to FireDog Research.

Whilst undertaking our existing core marketing and communications offering, FireDog Research will further expand our client offering to include a refreshed and enhanced research function and a new business consultancy capability.

The primary aim of FireDog Research is to provide decision makers with in-depth knowledge – a ‘suite of materials’  that will allow clients to make informed and balanced decisions, set targets, identify audiences, opportunities and positively influence business outcomes.

Our exciting new brand and business development will complement our existing creative and digital areas allowing our experienced team to continue to deliver the same level of outstanding customer service that we have built our client reputation upon.



Our team wanted the new brand and enhanced product offering to have a real differentiation. We wanted the new incarnation of the agency to really stand out from the crowd, cut through the market noise and be memorable for all the right reasons.

Traditionally, on first appearance, research agencies tend to be rather dry in their naming convention. We decided that we wanted research and knowledge to underpin everything that we do.

We also wanted a name that was complementary to our existing integrated communications delivery – our creative, digital and business services. Most importantly, our name has to be noticed and be remembered. We also wanted something that sounded rather cool and reflected the personality and mindset of the agency.

The spark for inspiration came at a photoshoot a few years ago from Owen Pacey, owner of Renaissance London and expert photographer Ray Main.

Based in an Old Street Victorian Pub, Renaissance has built a fine reputation as one of the foremost dealers, restorers and experts in antique fireplaces. Owen also stocked doors from a casino in Las Vegas, a gilt mirror from the George V Hotel in Paris and Art Décor doors from Harrods. Importantly, Owen also had a pair of magnificent fire dogs set in the hearth of a grand fireplace.

Explaining the role of a fire dog, Owen got us thinking…

What are the values that would get the agency noticed and fitted with the way we like to do business. Loyalty, passion, enthusiasm and a good friend to have by your side when you need them the most. We also added inquisitive, smart, playful and able to sniff out opportunities to our list of characteristics.

FireDog Research. A hopefully a name that stands out on a list and an agency that you’d be comfortable working alongside.

So… a big thank you to the inspiration of Owen Pacey, lensman Ray Main and our Creative Director Rick Chung.