To capitalize on the full range of marketing power that Interpublic has to offer, clients can formalize a relationship at the holding company level. A team at Interpublic becomes the client's brand steward and coordinates the work of multiple companies from within our group.

In this case, the holding company organizes and manages the group of specialist companies to work on the client's business, often overseeing more than a dozen Interpublic agencies. Having a client advocate at the Interpublic level allows the business to remain company agnostic: work for a client can change focus and move seamlessly from one discipline to another without disrupting the flow of business.

The Virtual Network Model is suitable for clients looking to find efficiencies in consolidation and who want strong centralized marketing across a broad range of disciplines and geography.

Examples:

• Virtual Network Case: CA Case Study