SAN FRANCISCO: The Horn Group and Europe's Herald Communications have inked a strategic partnership to share clients, projects, resources and staff across the Atlantic.
'This is not just a marketing referral service,' emphasized Horn Group founder and principal Sabrina Horn. 'They are our only partner overseas. All of their services will be listed on our Web site, too.'
The two agencies will also conduct cross-cultural training through an exchange program for employees who wish to relocate for up to six months.
Horn said that client queries were the driving force behind the alliance.
'Europe is the first place they go for PR after the US. They don't start asking about Asia until much later.'
Herald's multiple European outposts - London, Munich, Paris, Milan, and Prague - were a major factor in Horn's decision to pursue an alliance.
Currently, the alliance's only joint account is online travel reservation service WorldRes, but they are pitching several new collaborative ventures.
'The first phase is done,' said Horn. 'The hard part will be to keep that momentum going.'