Independent networks can be the right choice for clients that appreciate the value of a global network of firms, but don't want to be confined to a single brand agency.
When Lisa Arthur became CMO of productivity software provider Mindjet last September, an agency contract was up, and the company was re-evaluating options. It ultimately selected GlobalFluency (GF) as AOR for its flexibility, efficiency, and speed.
"A big global agency was a blanket, and we [wouldn't] be able to reward ...