Worldwide Partners (WPI) is a global network of the world’s leading independent marketing services agencies. These agencies share an independent spirit and entrepreneurial passion that drives commerce through connectivity, creativity and collaboration.
With a network of more than 90 agencies located in over 45 countries and with expertise in over 90 industry sectors, WPI acts as a hub that leverages the talent, expertise and diversified capabilities of its agencies to reimagine brand growth.
On this occasion, the Roastbrief team had the opportunity to meet the WPI team and be part of the Comunidad24, the bi-annual summit of Worldwide Partners experience.
The WPI team and the members of this network, during these days showed us that in the industry, community is everything. The essence of this network seeks to build communities through a direct connection between brands and audiences. For WPI, it is essential to collaborate and support the community network to boost the growth of both its clients and its members.
This edition of Comunidad24 took place in Mexico, in the Riviera Maya. Fairmont Mayakoba was the ideal venue for an event that explored various areas in which collective work can strengthen the creative, business and tech areas of the industry and improve the quality of marketing professionals in the world.
During the event John Harris, President and CEO of WPI, shared insights about how WPI strengthens solid business relationships in an innovative, and above all, human and empathetic way between agencies and clients.
He began by talking about the importance of why WPI is a viable solution for clients in a market context that is constantly evolving. WPI stands out for the specialization that each agency offers to address and solve future issues that traditional agency models cannot solve.
In addition, WPI offers integrated solutions and access to senior talent through its network of independent agencies. These agencies, without fear and with full transparency, provide businesses with a multi-faceted view of their capabilities. In addition, WPI’s flexibility allows companies to gain an innovative spirit by leveraging the global scale of its 90 agencies. Thus, this network is positioned as a robust and dynamic alternative to the challenges of modern marketing and advertising.
Marketing developed for the market vs. Marketing developed from the market
The effectiveness that these agencies have in their work model lies in their capacity for empathy and their desire to really understand the multicultural factors that affect the public for whom they create their advertising pieces and strategies.
A great success that we found in the network’s work model, according to what John Harris shared with Roastbrief, is that they seek to work from the bottom up. Through local targeting, they test and make a significant difference that seeks to develop marketing from the market, rather than for the market.
This perspective aims to ensure that brands can truly position themselves globally in their various markets because they understand that each community is different and that active listening makes them different and of great value.
Latin American perspectives on WPI
To continue the conversation about this summit, we wanted to chat with the Latinos who are members of WPI to learn about their experience sharing and working in partnership with this great network.
Rodrigo Salazar, Director of Growth and Expansion for LATAM in Hylink group
Rodrigo Salazar from Highlink shared with us some crucial points about the importance of accessing workspaces like WPI. He highlighted that collaboration and connection are the main reasons why he attends the summit, as for him, this is something that has been lost in the day to day life of the marketing industry.
Plus, you can always learn something valuable from others in the community. The connections made at WPI allow for smarter and more efficient expansion into different regions. Salazar also highlights the importance of being generators of change at both the LATAM and global level.
Being part of this network offers the opportunity to represent and promote Latin talent, including creativity, media, strategy and innovation. Representation matters, and it is crucial to join this network to put aside ego and competitiveness, thus reactivating the spirit of collaboration in LATAM. Finally, WPI members are motivated to carry out projects that generate a significant impact.
Ana Cravioto Founding Partner of ActivaMente
Ana, with more than 18 years of experience, talks about WPI as a multilearning and multilevel value experience where collaboration is at the core of the network. Being part of this network has meant that ActivaMente is always working under international standards.
One of the most valuable aspects of being part of this community is the continuous learning about how founders and partners of independent agencies face challenges. In addition, problem solving and mutual mentoring among entrepreneurs is one of the fundamental benefits of this network.
For Ana, the partners in WPI are not only partners, but also friends. This human approach facilitates the creation of an environment where cooperation and personal and professional growth are a priority, benefiting both the individual agencies and the community at large.
Diego Velásquez Managing Director of CMV R&R Partners
For Diego Velásquez, Managing Director of CMV R&R Partners, the key points about the importance of workspaces such as those offered by Worldwide Partners, share the vision they have at CMV R&R Partners: “Happy brand, happy people”.
In this network, it is admirable to see how all members are willing to openly discuss their mistakes and successes in managing independent agencies. This exchange of experiences is invaluable for collective growth.
In addition, the WPI summits are fundamental for building strong networks. Diego emphasizes that independent agencies must come together to learn, generate new business opportunities and live with exceptional people. Collaboration in these spaces allows everyone involved to benefit and grow together.
In short, WPI not only facilitates the development of marketing strategies adapted to the multicultural needs of consumers, but also promotes a human and empathetic approach to business management. This network presents itself as a robust and dynamic alternative to the current challenges of marketing and advertising, positioning itself as an innovative model that seeks to develop marketing from the market and not just for the market. Participation in WPI not only fosters agency growth, but also strengthens the community and collaborative spirit essential to success in the modern marketing industry.
