Dictionary of Marketing Terms: agency network
agency network
affiliation of independently owned, noncompeting advertising agencies throughout the world organized to help each other in unfamiliar markets. The network concept offers member agencies the opportunity to exchange ideas, experiences, and facilities, as well as translation services and production assistance for the more effective servicing of clients. The idea was the brainchild of Lynn Ellis, an advertising management consultant in the United States, who formed the Lynn Ellis Group as the first network in 1929. With today's trend toward advertising agency mergers and internationalization, the agency network is not as necessary as it once was.
