Why dots on a map don’t always mean effective multimarket marcomms
In the relentless quest for global dominance, agencies have been on a mission to fill their maps with as many dots as possible. The bigger the footprint, the better the service — right? Not so fast.
The recent $31 billion Omnicom and Interpublic mega-merger is just the latest example of the industry’s obsession with scale. But here’s the thing: more dots don’t equal more depth. They don’t guarantee better collaboration, sharper strategy, or stronger results. In reality, many global agencies are stuck with outdated structures that create more silos than synergy. The traditional hub-and-spoke model, where one team calls the shots while everyone else executes, is cracking under the weight of modern PR and marketing demands. And clients? They’re paying the price.
The needs of the communications industry have changed, but the way most agencies operate hasn’t. If agencies want to keep up, it’s time to ditch the old playbook and rethink how truly global work gets done and delivers results.
Multimarket Magic? Not with These Old, Broken Models
Plenty of agencies boast impressive global networks. But when you scratch the surface, those connections often lack real chemistry, the kind that turns a group of offices into a true global team. Without real chemistry and integration, teams don’t gel, collaboration feels forced, and the end result is fragmented campaigns, mixed messages, and missed opportunities. Clients expect a seamless experience; what they often get is a patchwork operation where teams operate in isolation.
The hub-and-spoke model is one of the biggest culprits. It assumes that one market holds all the strategic firepower while everyone else just executes. That’s a surefire way to kill ownership, creativity, and agility. Worse yet, this structure is often tied to single-market P&Ls, which create territorial behavior and financial tug-of-wars instead of collaboration. Unless every market has the same budget (which almost never happens), this setup creates imbalances that hurt campaign performance.
Bottom line? Without chemistry, even the best strategies fall apart. The hub-and-spoke model isn’t built for today’s realities anymore. It’s a relic that needs to evolve.
When Traditional Models Go Off the Rails
The hub-and-spoke model might look good on paper, but in practice it’s a recipe for inefficiency, misalignment, and frustration. Instead of fostering seamless collaboration, it often breeds disconnection, bureaucracy, and a whole lot of finger-pointing. Let’s break down exactly how and why this model doesn’t stand up to today’s multimarket needs.
Nickel-and-Diming at its Worst
Everything starts off great — until the budget gets carved up. The big, unified pitch team suddenly splinters into separate fiefdoms, each fighting for their slice of the pie. Instead of one cohesive strategy, you end up with multiple disjointed approaches. The result: a Frankenstein’s monster of a campaign where no one’s truly aligned.
Markets Gone Rogue
You set a clear global strategy, but somewhere along the way, a local team decides to take things in a completely different direction. Maybe they push a storyline that doesn’t fit the brand. Maybe they tweak messaging until it barely resembles the original plan. Either way, the lack of alignment dilutes impact and confuses audiences.
Hub-and-Spoke Dead Weight
Under this model, the central team is expected to be the brain, while local teams are treated as extensions. But when most of the budget and decision-making power stays concentrated at the top, some markets naturally slip into autopilot mode. Instead of being proactive partners, they become order-takers doing the bare minimum. No chemistry, no accountability, no momentum.
These failures all stem from one problem: a lack of real, built-in collaboration. When teams don’t feel connected, things fall apart. Details get missed. Finger-pointing replaces problem-solving. And clients are left wondering why their global agency feels anything but global.
The Hive Jive: Out with the Old, In with the New
So, what’s the alternative? Enter the hive model — a more democratic, connected way of working that’s built for today’s world. At Hoffman, we know that great multimarket work isn’t about hierarchy; it’s about chemistry. It’s about creating a global team that moves as one, blending local expertise with seamless collaboration. No rigid top-down structures. No financial infighting. Just real teamwork that delivers real results. Which is why we’re embracing a more democratic approach that values the power of all voices: a collective hive. It’s time we look at multimarket IMC as more of a mindset than a function. Powered by local insights and global alignment, we move as one, where local voices are given the chance to share their perspectives, and everyone should be invited to speak up.
And it’s not just a philosophy – it’s a model we’ve structurally committed to. Unlike traditional agencies locked into single-market P&Ls that encourage territorial thinking, we operate with one P&L across the entire agency. That means we’re not just talking about global collaboration – we’re financially set up to make it happen. Instead of markets competing over budget allocations or fighting for control, we’re all invested in the same outcome. No turf wars, no fragmented priorities – just one team working toward the same goal.
This approach isn’t just about fixing inefficiencies; it’s about proactively building a truly multimarket, multiregion mindset—one that doesn’t just react when things go wrong but is designed to work seamlessly from the start. When teams feel equally empowered, collaboration isn’t an afterthought; it’s second nature. Local insights aren’t filtered through layers of bureaucracy; they shape strategy from day one. This is the difference between simply having a global footprint and actually delivering global impact.
We don’t just talk about integration — we live it. Our teams aren’t just dots on a map; they’re part of a thriving network that shares knowledge, anticipates challenges, and works together as second nature. If you’re tired of the same old global agency song and dance, maybe it’s time to try something different. Maybe it’s time to dive into the hive.
