TVLowCost becomes a shareholder in the network Worldwide Partners
When TVLowCost launched 12 years ago, we created local partnerships allowing us to expand internationally. This early network included a presence in Belgium, Bulgaria, UK and New Zealand. The low cost principles and work strategy used in France resonated with all our foreign partners, who now manage more than 50 clients. But business development country by country is slow.
With more and more clients asking for international support in countries where we were not present, we had to find an effective solution. We did in-depth researched to find the best way to go international for our Group and discovered the Worldwide Partners Network.
We were interested primarily, because it was founded by agencies that are 100% independent like us. This is a guarantee that our clients will be serviced by teams with the same entrepreneurial philosophy we have—not by agencies motivated by creative awards from countless shows giving out “Chocolate Medals” which we reject. And also because we are shareholders in the network.
Our Network is in 50 countries with 65 agencies
Worldwide Partners was founded in 1938 in the USA. The founders of several independent US agencies got together to share their experiences, work strategies and develop collaborative initiatives.
The first group of five soon expanded to include agencies from all four corners of the US.
Today the North American market has more than 30 agencies in the world’s largest advertising markets with nearly 60 offices.
After the Second World War major US advertisers looked to conquer foreign markets, first Europe and then rapidly in Latin America and Asia Pacific. Worldwide Partner agencies are located globally to help serve US clients and allow non-US agency clients to export.
The 1960’s and 70’s saw the remarkable expansion of global networks originated in the US (McCann Erikson, J. Walter Thompson, Young & Rubicam, Grey, DDB, Lintas, Ogilvy & Mather) who were followers of the philosophy of “I only want to see one head”, executing identical campaigns around the world.
Contrary to this marketing school of thought about strictly enforcing the same brand imagery, the Worldwide Partners network of agencies value their strong entrepreneurial identities with a vision of marketing and communication that is more refined and adapted specifically for the local market. Today the behemoths of global advertising are too heavy, too slow, too expensive and are merging as a response in order to try to survive.
Everywhere, independent agencies are snatching parts of their market share because they can be responsive, flexible and creative in economies where you must be able to react and innovate at full speed to enable clients to win.
TVLowCost as well as being a shareholder in the network, is also in advanced talks with several large markets, bringing our original know-how to our new partners.
We take this opportunity to introduce several representative agencies and two leaders of the organization.
Viveca Chan – WE Marketing Group – China
Founded in 2005 by Ms. Viveca Chan and now with 350 employees in five cities: Shanghai, Beijing, Guangzhoi, Nanjing and Hong Kong.
Key Clients: Lufthansa, Visit California, Mercedes Benz, Cisco, Jaguar, Land Rover and Campbell’s.
WE Group is the number one independent agency in China, the consists of four entities: We Marketing, WE Digital, WE Commerce and WE Technology, enabling them to provide 360 solutions for advertisers.
“We joined the network ten years ago to bring the best of two worlds to our clients “East & West.” In other words, an in-depth knowledge of the China marketing combined with the advertising know-how of major international networks. Our mission is clear: To enable foreign clients to successfully launch in the Chinese market and for Chinese clients to be successful in their international expansion. The expertise of our partner entrepreneurs abroad combines with our intimate knowledge of Chinese consumers and works wonders.”
Patrick Kiss – BSSP – California
Led by Patrick Kiss, the agency is based in Sausalito in the San Francisco Bay. With 125 employees and ten dogs, we would like to introduce our friends in California.
Key Clients: Mini Cooper, Columbia Sportswear, Uber, Google, Greyhounds, HTC.
BSSP is one of the largest US independent agencies and the largest on the West Coast. The agency is “Full Service” and offers 360 solutions for their clients with a strong multi-media culture. Located at the door of Silicon Valley “where everything goes” they have a strong digital expertise.
“We have been partners in the network since 2008, we joined to be able to service our clients on other continents. Collaboration and knowledge sharing with the principals of other entrepreneurial agencies is extremely rich with responses and assistance at astounding speeds.
We have experienced this hundreds of times, enabling us to provide relevant and efficient solutions. The fact that our agencies meet and work together voluntarily has created a formidable spirit of collaboration.
Fernando Guntovitch – The Group – Brazil
Led by Fernando Guntovitch for the last 21 years, The Group is located in Sao Paulo and has 120 employees.
It is one of the first independent agencies in the Brazilian market.
Key Clients: Santander, Carrefour, Volkswagen, Samsung, Bristol-Myers Squibb, Phillips, BRF, Faber Castell.
The Group provides 360 solutions, including advertising in major media, activation, promotion, CRM, events, trade marketing, shopper marketing, and digital.
“The Group has been a partner in the network since the agency’s creation. It’s a perfect choice and consistent with our DNA which can be summed up as: learn, create international connections, explore new ideas and exchange experiences. Our name summarizes it well: we believe that a ‘Group’ will always work better than an individual. Alone you go faster. Together we go further.”
John Keane – Ardmore Advertising – Northern Ireland
Founded 25 years ago and led by John Keane, Ardmore is one of the largest and oldest independent agencies in Ireland. Headquartered in Belfast with 50 employees they provide 360 solutions for their clients from major media advertising to digital to public relations.
Key Clients: CBelfast City Council, Dale Farm, Lookers plc, Police Service of Northern Ireland, Queen’s University Belfast, Stena Line, Subway, Tayto, Translink, Ulster University and Visit Belfast.
“Ardmore has been a partner for three years, joining the network was the next logical step in the development of the agency, as we are always looking for innovative and effective solutions for our clients. By doing so, the agency has completed their business process after many years with their close partnership with the Institute of Advertising Practitioners.
“The international and European conferences organized by Worldwide Partners consistently produce high quality content/speakers which enrich the strategic vision of the partners. These intellectual exchanges with partners create a dynamic cooperation among the partners.”
Lisa Kettman-Kervinen – Worldwide Partners – Executive Regional Director
Lisa, based in Helsinki, Finland is the Executive Regional Director for EMEA Collaboration. She manages collaborative client projects as well as contributes to the enrichment of the network by seeking new agencies in markets not yet covered.
Lisa was the co-founder and head of creative of the Finnish agency Imageneering, which joined the network in order to service their international clients: Nika, Buzz Airlines, John Deere/Timberjack and Mesto.
“Personally, I found that Worldwide Partners offered an open environment to share ideas, innovations and a channel to vent problems with other entrepreneurial agencies from around the world. Today, we have a worldwide family that supports each other and cares not only about each other’s business, but also about each person as an individual.”
John Harris – Worldwide Partners – President & CEO
John Harris is President & CEO of Worldwide Partners. The network has three offices with world headquarters located in Denver, Colorado; EMEA in Helsinki; and APR in Singapore. John recently joined as head of Worldwide Partners in April 2016, with a strong advertising and marketing background.
“I accepted the position of President/CEO in April, 2016 for a number of reasons. First of all, I believe that now more than ever, the opportunities for independent agencies have never been greater than they are today. As clients look beyond the large, multi-national agencies and the traditional AOR model for creativity and innovation, the entrepreneurial spirit that permeates our partner agencies positions these independent agencies to more effectively support the marketing and business priorities of brands. Secondly, our network has consistently demonstrated an ability to service global brands on a global basis, including the brand leaders in categories that range from soft drinks to beer, packaged goods to pharmaceuticals, and airlines to automobiles. And finally, the owners of our partner agencies are charismatic, entrepreneurial leaders. They are successful businessmen and women who approach their client’s business as if it were their own. Their energy is contagious, inspiring and motivating.”