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Independent marketing agencies formalise relationship to launch international network Tribe Global, including BJL, Family and The AdStore


By The Drum Team, Editorial

January 27, 2012 | 2 min read

A group of 13 independent marketing services agencies have joined together to form international network, Tribe Global.

The agencies included in the group are BJL, The AdStore, Family and Complete Media Group from the UK, Steam (Netherlands), Dagré (France), Interact (Luxembourg), defacto.X and Punktzwei Markenagentur (Germany), gkBrand and Bolin Marketing (USA), Gaudelli MCW (Mexico) and Tempest Advertising (India).

Nicky Unsworth, managing director of BJL, explained that the founding agencies had worked together previously on international projects, and had discussed the formalisation of their relationships.

She continued: “We have experienced an increasing interest from clients who seem to be electing to work with independent agencies and also see the benefits of doing so. You could say we’re more entrepreneurial, are better at making local decisions and are more agile in the current economic climate.

“The other networks out there tend to be open to membership rather than formed proactively by a group of agencies. We know of no others that exist in this format. In the coming months, we aim to extend the network to tap into the core markets not covered by the current founding members.”

Marco van Rookhuijzen, managing director at Steam added: “The network’s hub will be based in Amsterdam which is well known as an international creative hotspot, bustling with talent and people who think differently – which is our core ethos at Tribe Global.

“Tribe Global requires an explicit commitment from its member agencies to support dialogue, exchange knowledge and pro-actively respond to market opportunities. We are not a club; we are a tribe. And we depend on each other to move forward.

“Clients want to work with agencies that are responsive to changing market conditions and understand commercial business needs in the current climate. We believe that an independent network of agencies consolidating this offer to clients will be compelling.”

The international partnerships have already worked on projects with clients such as Pilkington, Johnson Diversey, No2av, Erlenbacher, Noa Bank and Luxembourg Tourist Office.

The group will formally launch today in London.


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