Thirty-five independent technology public relations agencies worldwide have formed an alliance called GlobalFluency.
The new Internet-enabled network is designed as a member-based cooperative of similar-thinking agencies serving multinational clients. Shops are spread across North America, South America, the Asia-Pacific region, Africa and the Middle East.
Donovan Neale-May, principal of Neale-May and Partners, Palo Alto, CA, and a leader in forming the alliance, cited the globalization of the technology marketplace as one reason for GlobalFluency's creation. Another reason was the elimination of overhead through shared tasks and functions.
Neale-May also said that the alliance comprises principal-led agencies. This coalition differs from others in that when bigger firms buy agencies, the founders tend to quit, thus losing energy in the process.
