Cross-ownership of brand-name agencies, spin-offs of functional areas, and incorporation of nontraditional marketing communications services are the structural foundations of the global network communications agency. Global capabilities are the new criteria for managing agency–client partnerships. In response, agencies differentiate themselves, increase input, and assure clients of uniform decision-making processes across their network by using “branded” decision tools and agency–client intranets. The core competencies expected from the global network communications agency include brand-planning skills, understanding of relevant consumers, decision aids that facilitate decision processes, information systems that maximize experiences and communications, and an ability to bridge cultures. These changes highlight the need to improve human resources management and the competitive appeal of service portfolios, as well as institutionalized knowledge sharing within networks.
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