Mission Group agency Bray Leino is launching a new global B2B marketing proposition bringing together seven independent agencies to challenge the traditional global agency model by building bespoke international teams around clients rather than fixed network structures.
GlobalAgility is launching across Europe, North America, Latin America and APAC and has been created in response to growing demand from complex global B2B organisations for a more flexible, specialist approach to international marketing.
The company says that, at a time when AI is reshaping the agency landscape, global B2B marketers are navigating increasingly complex buying journeys, tighter budgets and growing pressure to deliver international growth. GlobalAgility has been created to provide an alternative to both traditional holding company networks and local independent B2B agencies.
The proposition brings together more than 850 B2B specialists globally, combining expertise across the full spectrum of integrated B2B marketing services, including strategy, creative, digital, content, demand generation, PR and communications.
Rather than operating through a fixed global network, GlobalAgility builds bespoke teams around each client’s specific requirements, bringing together the right blend of expertise, capabilities, geographical footprint and cultural and linguistic knowledge for every challenge.
It is claimed that clients benefit from a single agency relationship and contract, underpinned by a shared operating model that enables seamless collaboration, delivery and reporting across every market, while ensuring they work with senior B2B specialists throughout every engagement.
The offering formalises a model the partner agencies have successfully delivered since 2019, bringing together the flexibility and entrepreneurial mindset of independent agencies with the scale and international reach global B2B clients require. It also strengthens what each partner agency can offer its existing clients by extending their international capability, expertise and geographical reach through a single global proposition.
GlobalAgility is aimed primarily at complex multinational B2B organisations, particularly across technology and SaaS, manufacturing and industrial automation, and energy and renewables.
The proposition has been developed and refined through delivering global B2B work for clients including Olam Food Ingredients, Croda and Cummins.
GlobalAgility is led by Alex Wares (pictured), a 25-year agency veteran who previously served as EMEA managing director at Transmission, where he helped establish one of the industry’s leading global independent B2B agencies. He will work alongside the CEOs of each partner agency, including Bray Leino CEO Kate Cox in the UK, to drive the proposition’s international growth.
Wares said: “Global B2B businesses are operating in an increasingly complex world, yet many are still forced to choose between the scale of traditional agency networks and the agility of smaller independents. We don’t think they should have to compromise.
“GlobalAgility has been built to become the leading growth partner for global B2B businesses that need speed, adaptability and impact. Rather than asking clients to fit around a pre-existing network, we build a bespoke team around every challenge, bringing together the right expertise, capabilities, markets and cultural understanding to help clients achieve their ambitions.
“We’ve spent decades working in global B2B marketing. We know what’s holding businesses back, we know what isn’t working in the traditional agency model, and we’ve built something designed specifically to address those challenges.”
Cox added: “Growth focused B2B clients increasingly want specialist expertise, senior leadership and the flexibility to respond quickly as markets evolve. GlobalAgility strengthens what Bray Leino can offer, giving our clients access to an expanded international network of B2B specialists while continuing to work with the people they already know and trust.
“What makes this proposition different is that it’s shaped entirely around client needs. Every engagement is bespoke, supported by an integrated operating model that delivers a seamless experience across markets, while retaining the entrepreneurial mindset and specialist expertise that global B2B businesses increasingly value.”
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