Blog News

Ad Holding Companies Face New Global Threat

May is GLG’s birthday month, and we’re celebrating 24 years. Since the very first day, we’ve been a fiercely independent agency. Actually, back then, we didn’t like being referred to as an agency. We saw agencies as slow, bureaucratic, and expensive entities that didn’t really care about their clients’ success. We wanted nothing to do with that category. For us, it was and still is about solving clients’ complex problems and making them the hero. At 24 years young, we’re that same agile innovator, holding fast to our “do whatever it takes” attitude, caring about every client, and still a powerful alternative to the big agency holding company model.

Two years ago, we had the good fortune to partner on a Microsoft effort with Waggener Edstrom, now known as WE. Through that success and a number of others, we found many similarities in the values of our two companies. During that time, we met another amazing independent firm, Salt Branding, and the three of us have had a very robust partnership: Salt running with strategy and brand work, WE orchestrating complex communication strategies, and GLG directing the digital and technology business.

As of today, that partnership is growing, and it has a name: The PLUS Network. Joining our team is YouGov, an international internet-based market research firm; Interel, a global public affairs and government relations firm; and Envy Create, an experiential marketing firm. And just like that, The PLUS Network is a global group of amazing specialists who naturally want to put clients first—and do.

The response from clients about The PLUS Network has been a resounding “YES!” There’s clearly a hunger for a customer-first alternative to the slow, bureaucratic, and investor-focused holding company model. And aside from answering to no one on Wall Street, The PLUS Network provides integrated capabilities that span the entire media ecosystem, including paid, owned, earned, digital, social, experiential, consumer research, and public affairs. A call to one of us in The PLUS Network is all it takes.

At GLG, our specialty has always been digital. From digital marketing to complex systems integrations, our expertise is bringing clients the advantages of the increasingly digital economy. Our innovative web and technology solutions in advertising, analytics, social, mobile, content marketing, digital retail, and machine learning are moving brands forward at a rapid pace. It’s an exciting time.

For all of us in The PLUS Network, a partnership like this has been a long time coming. We believe there’s now an antidote for those slow, bureaucratic, and expensive holding companies: our unique blend of modern specialists who know how to make brands thrive in this digital world.