Several PR agencies have formed the global network The Atlas Alliance. The inaugural membership includes The Wordshop, formed 18 months ago by two Directors of Ogilvy Public Relations Worldwide, Atlanta-based Trevelino/Keller, The Lanza Group which focus on the Hispanic and Latino markets, and Active PR, one of the fastest growing consultancies in the Middle East.
At the same time, The Atlas Alliance announced a new client, Marketworks, a multi-channel e-commerce solution provider. Initially, the Marketworks account, worth over £120,000, will be managed in Europe by The Wordshop and Trevelino/Keller in North America.
Sawsan Ghanem, Managing Partner, Active PR said, “The formation of the Atlas Alliance was prompted by clients asking us to recommend agencies in other parts of the world that operate in the same way as we do and to provide them with a centrally managed process. Every region of the world, and every market in each region, addresses public relations differently. From our experience, we know it is critical to have agencies which have a deep understanding of their marketplace but maintain international best practice and process.”