Like many of us at Infinite, I consider myself something of a seasoned world traveller. It’s a passion that took hold after university (more years ago than I care to admit), and one that’s stayed with me ever since. Fortunately, my role allows me to travel the world – virtually, at least – on a near-daily basis. That’s because I lead our hand-picked group of independent, specialist communications agencies operating in more than 18 key markets worldwide. Over the past 15 years, what began as the occasional client request for a trusted agency recommendation (“Do you know anyone good in Singapore?”) has evolved into a steady stream of multi-market briefs and cross-border campaigns (see just a couple of examples here and here). Today, we regularly collaborate with our partners on global mandates, delivering integrated programs that feel seamless to the client…because that’s exactly how we’ve designed them to operate. A Global PR Model That Actually Works Let’s be honest: the traditional global agency model often falls short. Clients who have worked with big global agencies before tell us that sprawling networks of offices don’t always collaborate effectively, and so-called “best friend” relationships between agencies can in reality feel superficial or disjointed. That’s why we’ve taken a different path: one built on long-term relationships, mutual respect, and a shared commitment to excellence. Here’s how we make it work: 1. We Invest in Relationships We’ve spent years getting to know our agency partners and their teams—over countless Teams calls, in-person meetings, conferences, and office visits. These aren’t transactional relationships; they’re built on shared values, trust, and a desire for shared success and mutual benefit. 2. We Make the ‘Client’ Clear In most joint engagements, we act as the ‘client’ for our partner agencies. This ensures alignment on process, governance, and accountability. For the end client, it means a single main point of contact, one invoice, and a unified team – led by us – delivering consistent quality across borders. 3. We Prioritize Visibility We play the leading role in coordinating global programs, but this doesn’t come at the expense of important visibility for our agency partners themselves. On the contrary, we ensure each agency has the opportunity to build the right direct relationships with the client too, particularly on the ground with key local market stakeholders and spokespeople. This is really important for long-term program success and impact, because trust driven by visibility and relationships are essential. 4. We Think Like (Other) Agencies We understand the pressures and priorities of agency life. That’s why we structure programs in a way that works for everyone involved, balancing commercial requirements and incentives with client needs to create win-win partnerships. This means realistic objectives, suitable investment, and shared recognition. 5. We Embrace Local Nuance Not every media market operates like the US or UK, despite what we may think. We empower our partners to guide clients on local media dynamics, cultural expectations, and strategic opportunities which are unique to their market. Accessing and incorporating this local insight is what makes global campaigns truly effective.