Within the network, the agencies often meet on their own to strategize and collaborate, and the group even has a “Next Gen Council” that helps plan for the future. Harris is instrumental in making sure the agencies stay connected through constant networking.
“We try to cultivate it through regular and consistent touchpoints as a group,” said Harris, adding that there are multiple Slack channels and numerous regional meetings, like quarterly U.K. agencies meetings, along with an annual summit that brings the global agencies together as much as possible. That way, they can decide who would be right to collaborate with for each client.
Collaborative successes
Collaboration between agencies isn’t the norm in an advertising world that is cutthroat and highly competitive. But WPI agencies take a more selfless approach with a partnership mentality.
The process to become a WPI agency isn’t a decision to be taken lightly. The agency needs to apply for membership and be approved by the network agencies. This involves finding out if there is a geographical need and if the agency has the complementary capabilities or a vertical experience other agencies might not have. There’s also a “no assholes” rule, meaning that they must be open-minded and not put ego first. Ideas are shared back and forth between agencies, and there is an openness to work together to solve problems.
After the criteria are met, a prospective agency must decide if it wants to be just a partner or a shareholder and partner. As a shareholder, an agency gets to help shape the future of the organization, since it sits on the board. Agencies can acquire 100 shares—no more, no less. Regardless of the size, market, or capabilities of the shareholders, they each have an equal voice, Harris told ADWEEK.
The scalability of the network makes everything work well. Small specialty agencies can scale up by partnering with larger or multiple agencies, while larger agencies can have access to specialists worldwide.
“There are some companies that have 10 people, but then are able to access different opportunities than are afforded to you when it comes to new business,” said Laura Stayt, president of Los Angeles agency Zambezi, which works with other agencies in the U.K., Germany, and South Korea on its TaylorMade golf business.
Agencies helping agencies win business
One global contract that encompasses multiple agencies is the work for Brand USA, the organization that promotes tourism to the U.S. to countries around the world.
The work is led by U.S. agencies R&R Partners and Spark, but it is assisted by multiple WPI agencies, which are in the target markets. One of those agencies is Ardmore, a 70-person shop based in Belfast, Northern Ireland. Ardmore had previously worked with R&R on a client that needed help in Europe, which led to other joint assignments for Formula 1 and Brand USA.
“We have all invested the time to come to know one another’s businesses,” said John Keane, CEO of Ardmore and member of WPI’s board of directors. He added that the friendships built in WPI are trusting, saying, “I cannot share as openly with any other group as I will with WPI.”