The PLUS Network: Brands want specialist agencies, not one-stop shops

VanderMolen spoke to media update’s Adam Wakefield about the foundation of the PLUS Network and why independent, specialist agencies offer the greatest value to the marketplace.

Was there a critical moment where it was decided that the PLUS Network was the way to go, or was it a gradual evolution, guided by changes in the industry and the relationships WE Communications has with its agency partners? How long has the network been in the works?

Well, the network started when our own chief executive said that WE means WE plus others, meaning WE knew that WE wanted to have some partnerships so we can serve our existing client needs more broadly. That was the start, about five years ago, and then we got to a critical place in the market where we identified an opportunity to take advantage of our independence and put together a group of independent specialist agencies that span marketing services to address what we saw as a real gap in holding companies’ ability to be agile, to be flexible, to be client centric, and to invest in client and brand briefs, hence we put together the PLUS Network.

From the outset, it appears the different elements within the PLUS Network each bring unique and specific skills into the partnership. When work is being bid or tendered for, will the relevant skill sets be involved in such a bid through a collaborative effort?

The beautiful thing about the PLUS Network is any individual company within the PLUS Network can lead the client engagement. What we like about this is if we get a PR brief but we see a real need to address policy and experiential, then we can call in our partners at Interel and our partners at ENVY Create so we can bring the full solution to the client. Any partner in the PLUS Network can lead a client engagement and can bring in any other partners at times when it makes the most sense for the client.

From WE Communications’ perspective, what is your definition of an independent specialist agency?

An independent agency is simple. It owns itself. It’s not beholden to shareholders, it’s not beholden to the stock market, it’s beholden to its clients and its colleagues. Independence allows you to be quick, it allows you to be flexible, it allows you to be agile, it allows you to invest in your clients, it allows you to invest in your people, it allows you to invest in innovation. It allows you to not be focused on your quarterly earnings.

The specialist network, we’re looking for specific agencies that have deep core competencies in their specific areas. Our policy experts are Interel, on a global basis. Our experiential experts are ENVY Create. Our branding expert is Salt Branding. Our primary research expert is YouGov, and our technology expert is Garrigan Lyman Group.

How important it is for different agencies in different sectors to collaborate with one another as the broader media and marketplace evolve? What hinders collaboration?

First of all, I don’t think there is something such as one-stop shopping. I think we’re seeing a trend in brands, today, away from working with the holding companies for one-stop shopping and towards more, a hunger for, individual specialist disciplines. I think what’s happening in the holding companies is really a move towards homogeneity. They are blending together all their specialists into one brand.

I don’t think that’s the way to go. I think the specialists are important for clients, I think they’re important for career development, and I think, ultimately, that’s what the marketplace wants. However, I do think the marketplace wants multiple specialists, which is why we believe working with independents in a client-centric model and a colleague-centric model is going to provide the greatest value to the marketplace.

Speaking from a regional perspective, which markets will the PLUS Network be focusing on in particular, or is it a question of having as broad an independent footprint as possible?

Between the six members of the network, I think we cover around 70 countries globally but there is no question we expect the work, most of the work, to originate from the United States, the United Kingdom, China, and India. Those are probably going to be the markets that originate the most work.

As you start to look a little bit at sub-geographies, I think South Africa is going to become very important for pan-Africa, sub-Saharan Africa remits. I think Singapore is very important regional Asian-specific remits. I think the unique perspective we have is the Pacific North West is very important to originate global technology remits in particular.  

For more information, visit www.theplusnetwork.com.

We live in increasingly uncertain times, with communications more important than ever. Read more in our story, PRISA Conference: Uncertain times is when PR comes to the fore.