Hi-tech agency network Globalink is set to merge with Worldcom Europe to
create Europe’s biggest network of independent agencies.
All of the seven consultancies currently in the Globalink network will
formally present their credentials to Worldcom Europe’s regional meeting
in Budapest this weekend. This is effectively a rubber stamping exercise
as Worldcom Europe - whose UK partner is Kestrel Communications - has
already carried out an exhaustive evaluation process.
Globalink’s agencies, including Argyll Group in the UK, will become full
Worldcom members and enter an exclusive partnership agreement. As well
as paying entry and subscription fees, their existing marketing fund
will be put towards Worldcom Europe’s new business drive.
The Globalink brand will be retained at least for the first year, and
the new members will effectively form a European technology sub-group.
Worldcom Europe already has specialist healthcare and public affairs
divisions but it is not as strong in the European hi-tech sector where
Globalink is the number two network behind Euro-Plus.
The benefit to Globalink is a stronger European influence, particularly
in the area of public affairs for IT companies. It also wants a presence
in the US and Asia Pacific regions where Worldcom has hi-tech agencies.
Crispin Manners, director of Globalink said: ‘About 80 per cent of our
client base is North American owned. We needed overseas partners and it
was easier to get into bed with another network. But the culture also
needed to be right. Worldcom fitted both criteria.’