A group of independent B2B agencies, including MX Group in the US, has launched a consortium to service multinational accounts.  

Along with MX Group the participating agencies include Aim B2B by Custom Media (Tokyo and Seoul); Bray Leino (U.K.); Changee (Milan); THE CREW AG (Stuttgart); Nowa Empower (Gothenburg and Stockholm); and Xebec Communications (Pune, India).  

The entity, dubbed GlobalAgility, brings together more than 850 B2B specialists globally, combining expertise across strategy, creative, digital, content, demand generation, PR and communications.  

Rather than operating through a fixed global network, GlobalAgility creates customized teams based on each client’s specific requirements.  

The offering formalizes a model the partner agencies have been utilizing and fine tuning since 2019. It's worked with clients like Olam Food Ingredients, Croda, and Cummins.  

GlobalAgility is led by Alex Wares, a 25-year agency veteran who most recently has served as business director at Bray Leino. Earlier he was EMEA managing director at B2B agency Transmission.  He will work with the CEOs and managing directors of each partner agency to drive the proposition’s international growth.  

“Global B2B businesses are operating in an increasingly complex world, yet many are still forced to choose between the scale of traditional agency networks and the agility of smaller independents," stated Wares. "We don’t think they should have to compromise."