By Renee Wilson, (former) President, MSLGROUP North America
Today we proudly and warmly welcome the clients and employees of Qorvis Communications to the MSLGROUP global network. And, we introduce the clients of MSLGROUP to Qorvis MSLGROUP in Washington, DC.
So much of the conversation around these types of agency business moves centers on the agencies themselves. Perhaps, it’s my deep background in client service, but I’d like to focus on the client side of the story. After all, the agency business completely depends on clients -- our role as trusted advisors to large companies, top organizations, leading brands and in the case of Qorvis, sovereign nations.
The real test for an acquisition like this is in the way new value can be delivered for the clients of both organizations. In fact, we spent months beforehand evaluating how such a move will help our clients. That’s because there’s little agency business benefit if there’s no client benefit first.
What excites me most about the creation of Qorvis MSLGROUP in Washington, DC is that there is a lot here for clients.
Stronger Global Network – Boots on the Ground
Our clients face the fact that their issues no longer exist within the confines of national boundaries. Even public affairs issues are much more global than ever before. What happens in Washington, DC then becomes an important focal point, but not the only focal point of an important public affairs issue. That’s where an effective global network comes in.
MSLGROUP has one of the strongest global networks among its peers. It’s a leader in emerging markets and the largest of its kind in Asia, India, China and Europe. Qorvis’ exceptional corporate and public affairs capabilities align extremely well with other similar best-in-class MSLGROUP units around the world such as JKL Group in the Nordics and Brussels, CNC in Germany and even the specialized financial services firm, Kekst and Company in the U.S.
We know from experience that each time we make an acquisition such as this, our network gets stronger. Of course, a great network must be able to help clients consistently deliver on their strategic needs across markets around the world. But network effectiveness lies in the details. A great network must provide deep local interpretation, grassroots connections and successful local execution. It must work in a very connected way. And, it must deliver in real-time. We’ve built our network with local roots that are stronger and run deeper than many of our competitors. Our 3,500 people – 7,000 boots on the ground in 22 countries -- can’t wait to show the new Qorvis clients what they can do. Likewise, the new Qorvis MSLGROUP capability in Washington can’t wait to share its expertise to MSLGROUP clients in North America and around the world. This acquisition delivers great network benefits to clients of both firms.
New Experts, New Connections, More Collaboration In the consulting industry, talent is the lifeblood of a firm. In the case of an acquisition, tremendous opportunities arise when the experts from both sides are introduced to the clients of the other. MSLGROUP clients around the world now have access to Qorvis’s renowned experts in government contracting, the White House and U.S. Congress, the U.S. federal budget, political campaigns and digital strategies, the Middle East and in research, polling and analytics.
And, Qorvis clients can now access MSLGROUP experts in nine practice areas and more than 20 specialties from around the world. And this access is through a single point of service. Additionally, as experts from both firms start to work together and with our clients in new ways, the potential for breakthrough ideas and programs heightens significantly. There’s no question that our clients will benefit from this enhanced collaboration and connectedness of our experts.
Of course, the powerful force of new connections extends far outside the agency walls. We look forward to connecting client needs to Qorvis’ deep reservoir of relationships in the public affairs community in Washington and with governments around the world. And, Qorvis clients may be interested to know that, for example, MSLGROUP agency PublicisLive has long has been the producer for the World Economic Forum in Davos. We will build incremental client value across both organizations by engaging influencers, contacts and other external partners in new ways.
Content-Centric CommunicationsThere’s one more thing I want to point out. Both Qorvis and MSLGROUP share a rich content tradition that is multi-channel in nature. MSLGROUP has invested deeply so we can meet the growing market demand for content-creation services from video to visual content, such as infographics, to editorial content. Our abilities here have helped fuel our growth as a top agency. And we are continuing to build strong bullpens of specialized content creators throughout our network.
Qorvis, on the other hand, offers a rich array of fully-integrated services, including social, digital and advertising. As the marketing and communications world speeds further along into the content creation era, the clients of both organizations will be able to move ahead with deeper resources and a larger team committed to leadership in this area.
So, today is a momentous day – not only for Qorvis Communications and MSLGROUP – but for our clients. Together, Qorvis MSLGROUP is stronger, deeper and smarter. This acquisition will not only help our clients in North America, but our clients around the globe.
We look forward to the client opportunities in our future that will enable us to prove this point.