Global brand communications agency, Manifest, has launched a new international indie agency network, The Etc. Collective, alongside founding members Loud, Openers and Mellakka, from Spain, Germany and Finland, respectively. Manifest's inclusion adds Australia, the UK, USA, and Sweden to its launch territories, with plans to recruit 20 independent agency members by May 2026.
The new agency network will offer commercial collaboration, shared services, cultural intelligence, and proprietary innovation, with the group able to provide a full gamut of integrated marketing services to shared clients across the globe.
Etc. will be managed independently through a member subscription, with a focus on equal representation for all members. Priority markets for member agencies include the Chinese, Singaporean, Indian, and South Korean markets in Asia, as well as other key markets in Europe, South America, and Africa.
Founder and Global CEO at Manifest, Alex Myers, commented: "Etc. is a collective of pioneering indy agencies that aren’t just reacting to the changing shape of our industry, but driving it. Far from the usual 'I'll scratch your back if you scratch mine' arrangement, or a dusty old network agency, Etc. is designed to provide a new model for brands seeking multi-territory, multi-disciplinary support. The collective shares knowledge, training, tools and innovations, as well as connected working processes and systems that make appointing the group as simple as appointing a single agency.
"It's the natural heir to what has become an increasingly redundant old order of global networks that are out of touch and unable to offer the agility needed by modern progressive brands. Across the world, the appetite for creative indy agencies has already overtaken the traditional 'surname and surname' networks, but the ability to execute large-scale global campaigns has remained a challenge - until now."
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