For Brand USA, being able to tap into the WPI network has helped the organization develop real-time strategic decisions.

“It’s allowed us to enhance our marketing plans. We are able to tap into those local nuances that we may not have been able to have without having agencies in the market. Our creative is a lot more relevant. Our media partnerships are on point,” said Staci Mellman, chief marketing officer at Brand USA.

Collaboration has allowed these independents to grab bigger business wins, sometimes from the hands of holding company agencies. Brownstein and Mediassociates created success for insurance provider NJM through the ongoing “No Jingles or Mascots” campaign.

“Worldwide Partners’ network has allowed us to access specialized expertise and resources tailored to our unique needs. This collaborative model not only underscores the value of strategic partnerships, but also highlights the power of synergy in driving successful outcomes for brands looking to scale,” said Cam Maio, vice president, marketing and communications, NJM Insurance Group.

Other successful partnerships include Propeg using the network to test multinational campaigns for Visit Brazil; agency Wasserman reaching out to agencies in the U.K., Australia, and Germany to promote Destination British Columbia; and branding agency Monigle teaming with Curious Plot to handle the business for agricultural-based company Profile Products.

“70% of the budget ended up going to them,” said Gabriel Cohen, CMO of Monigle, adding that the sharing of work and budget doesn’t create conflict—it’s just the right way to do business in the WPI world.

Often, agencies will share their market knowledge with other agencies without expectations of any monetary reward, but often, sharing will lead to real payouts down the road.

“They are doing a great job at bringing agencies together that can complement each other to bring the right mix of partners,” said Jeff Langner, brand manager, Profile Products, of the WPI pairing.