Claiming to offer a client-focused alternative to "increasingly bureaucratic and investor-focused" holding companies and agencies, WE Communications has announced it is joining with five partners to form The Plus Network.
In addition to WE, the group includes the Garrigan Lyman Group (GLG), Salt Branding, YouGov, Interel and Envy Create, a combination that delivers integrated capabilities spanning paid, owned, earned, social, experiential and search, according to the companies.
WE already had cooperative relationships with GLG, a digital marketing firm, Salt, a branding agency, and YouGov, a market research firm. The Plus Network brings in Interel, a specialist in public affairs and government relations, and Envy Create, an experiential marketing firm.
The network members will answer briefs in "any combination of agencies best suited for the opportunity" and will operate with common set of "values, processes and methodologies", the companies said.
The group claims to already be working with global blue-chip clients in the technology, consumer and health sectors.
Aaron Petras, vice president of WE’s agency and partner strategy, is managing director of The Plus Network.
“To accelerate a brand story today nimbleness is critical, as is the right set of experts who can set groundbreaking ideas into motion across an ever expanding media ecosystem,” Melissa Waggener Zorkin, CEO and Founder of WE Communications, said in a release. “Unlike traditional agency network models, The Plus Network is a unified proposition that puts client needs first—not leadership, whose main concern is the next quarterly profit target.”
The group posted the following promotional video: