San Francisco: Horn Group and UK firm Brands2Life have created a network of 15 international agencies, linking clients and resources under the name Constella.
The Constella network is comprised of independent, mid-sized boutique agencies in North and Latin America, Europe, and Asia-Pacific. Debut accounts come from existing Horn Group clients Kalido and WebEx.
"This has been in development for a full year," said Shannon Latta, Horn Group partner and EVP. "We've often talked about formalizing the network of relationships that have existed between our [firms]." Horn Group and Brands2Life have worked together for almost four years.
Latta and Giles Fraser, co-founder of Brands2Life in London, said clients are often faced with having to join a larger, impersonal conglomerate if they want to get their message out internationally.
"Speaking from Europe, where we work, companies need a flexible solution," Fraser explained. "They need to know they can have good partners that they can trust to deliver in different markets but they don't get into a straightjacket."
Other partners include Maverick PR in Toronto; The Jeffrey Group, in Miami; Lammers Van Toorenberg in Benelux; Point Virgule in France; Fink & Fuchs Public Relations, MaCS Marketing-Communications-Services, and PR-Com in Germany; Canela and MdC in Spain; Now PR in Italy, and Westmark Information of Sweden. Upstream Asia and EastWei handle PR work in Asia and Australia.