Indie Agencies excel when we join together.

Independent advertising agencies play a crucial role in the marketing landscape, offering unique perspectives and tailored solutions to clients. Back in 2018, FUSE Create joined Worldwide Partners Inc. (WPI) – a global and diversified independent agency network designed to connect agencies to solve the precise business challenges of today’s marketers. Joining a network like WPI significantly enhanced our agency’s capabilities and reach. There are 95+ agencies in 50 countries included in the network in which we’re shareholders of (vs the Omnicoms of the world where they own the agencies).

Through mentorship programs, collaboration among agencies worldwide, and the plethora of educational opportunities WPI hosts throughout the year, below are ways FUSE Create has used WPI to our advantage over the last 7 years – and the value in connecting with other indies for business growth and prosperity.

Mentorship

Perhaps one of the most important benefits of the WPI network is the Global Mentorship Program. Now in its second year, this program connects WPI leadership with mentees across the network for shared learning and growth. For example, a Coordinator in Canada can be connected to an Account Director in Germany to learn from someone outside of their immediate zone and to help them excel in their field. In their inaugural year, the program had 181 people participating from 51 different agencies across 18 countries. Total participants are up 20% from our first year, with 25% more mentors and 18% more mentees.

Rita Steinberg, our Group Media Director, has over 15 years of experience to the ever-evolving media landscape, and is part of this Next Gen Council who produced the mentorship program. “The best part of the Next Gen Council is being surrounded by very smart people,” said Steinberg. The council breeds a culture of sharing challenges with others and leveraging different perspectives to solve problems.

Through her, FUSE Create staff can learn of ways to get involved and to give back to the network in some way. In chatting with Rita, she said that getting outside your day-to-day community is a huge selling point of the program. The network gives you access to similar agencies and allows you to form connections for yourself and not just your agency.

Another way for junior members to get involved is through the Young Indies competition. An excellent way for agency folk to get in front of a global stage and show off creative chops to their peers.

Commerce Fuelled Collaboration

With 115 offices worldwide, WPI enables agencies to expand their geographic and capabilities footprint. By being a member, we can collaborate among partner agencies, leading to enhanced capabilities and knowledge sharing. The biggest way we do this is through CoLab, the members-only portal with a message board, thought-leadership content and global case studies. Even if you are a “full-service agency,” there are always things you perform better than others. The network allows us to fill in the gaps; we come with 60% of the pitch and another agency in the network can support with the 40% to drive the business home.

Our CEO Stephen Brown is part of the WPI Board of Directors as Chair and has connected FUSE to a number of collaborations. Most recently, we worked with LURE in Germany on a brand awareness campaign for Meduza, an independent Russian-and English-language media publication that was banned in Russia after the war began. As a result, advertising customers disappeared and Meduza’s continued existence is currently dependent on donations. FUSE Create assisted in the ideation phase of this campaign and have now helped them get some media in the Toronto market in the form of wild postings.

Recently, we have also pitched new work proposals with Moroch (based in Texas) and tartanbond (based in Victoria, BC). We also have a year’s long experience with Tequila, a Quebec agency who has helped with French translation services for many of our clients including CIBC.

Education

This network offers us numerous opportunities to broaden our perspectives, especially in the business-of-the-business with agencies. The most significant learning sessions happen at the annual WPI Summit, a spring and autumn  3-day in-person conference for learning, networking and inspiration. The highlight reels do a great job at showcasing the spirit, camaraderie, and thought leadership in the network – and we’re packing our bags as we speak!! (BTW: Chicago is the 2025 destination).

A bunch from our team went to the latest summit and it made them feel part of an amazing community of creators. Madison Rogers, Creative Strategist, said “It can feel at times like we are the only ones experiencing struggles. However, when you get the chance to connect with so many different independent agencies from across the world, you realize that while all unique and we all share the same obstacles(I’m not sure what this sentence is saying… might be a word missing…needs an edit).”

Linda Carte, Creative Director, added, “I’m a huge advocate for entrepreneurial thinking—the courage and tenacity it takes to build something from the ground up and inspire others to join your mission. This group embodies that spirit, going out into the world to share their vision and win others over.”

Sharing and collaborating is a superpower, and it doesn’t need to just happen in-person. There are many co-learning sessions held throughout the year based on trending topics (their newest series being “TuesdAIys” – a monthly session on how AI will affect client relationships). The network also provides support in the form of surveys where people can strategize and gain owned research for their RFPs directly from the members around the world. 

In Conclusion…

For independent advertising agencies looking to grow and compete on a global scale, joining a network like Worldwide Partners Inc. can be a game-changer. Through mentorship, collaboration, and education, WPI empowers its members to expand their capabilities, reach new markets, and deliver exceptional value to clients. As the advertising industry continues to evolve, the power of networks like WPI will likely play an increasingly important role in the success of independent agencies worldwide.