To Marry Or Live Together?

Active’s Louay Al-Samarrai explains why his agency has fi nally decided to settle down with a permanent partner.

- Louay Al-Samarrai

With the advent of social and digital media and data-driven everything, it’s become even more trendy for independent agencies to not only evolve their service offerings to survive and compete, but to also remain open to the advances of a bigger network looking to have representation in the region, to be able to offer what the other global networks or affiliations are offering their clients: coverage across the globe.

Partnerships provide a platform to access the very best of communications from various industries as well as from what each region has to offer. They help to effectively tap into a much wider network of prospects, services and skills and provide regional clients with a broader range of solutions to their communications needs and, simultaneously, support in increasing their visibility.

Some agencies in the region have recognised the need to widen their appeal and offer existing and potential clients the benefits of an independent agency combined with access to a larger international network, opening up an active pipeline of new business opportunities across the globe.