Interview: Camila Farías, Managing Director of the Constellation Global Network
- Why should independent agencies join Constellation?
In Constellation, independent agencies find a space for genuine collaboration, where their independence is not only respected, but enhanced through strategic alliances. Betting on Constellation is betting on a network that understands the unique challenges of being an independent agency and that provides these agencies access to a global ecosystem of opportunities, without compromising their creative independence.
- How does the Constellation Global Network situate its members at the industry forefront?
We keep our agencies at the forefront by promoting collaboration amongst our agencies, leveraging the diverse set of experiences and specialties within the network. We facilitate connections between experts in various areas of marketing and advertising, thereby enriching collective capabilities and allows you to compete at a high level. By bringing together the knowledge and creativity of all affiliated agencies, we can offer innovative solutions to our clients, keeping member agencies competitive in the global marketplace.
- How does the Constellation Global Network handle internal competition amongst its members?
We foster a culture of collaboration rather than competition. We promote partnerships between agencies for shared projects. Our network is built on trust and mutual support, allowing agencies to collaborate rather than compete with one another.
- How do you ensure that all agencies, regardless of size or location, have equitable access to resources and opportunities?
Equity is fundamental in our network. We ensure that all agencies, no matter their size or location, have access to the same resources, training opportunities, and networking events. In addition, we create spaces where the voices of all agencies can be heard, and their needs taken into account.
- Do network agencies face barriers in accessing large accounts due to their small size, as compared to multinationals?
While some large accounts may prefer to work with multinational agencies, our agencies at Constellation have proven that creativity, agility and personalized approaches are decisive factors for clients. Through our global network, even the smallest agencies have access to resources and support that can allow them to compete at the same level as large agencies.
- How has Constellation adapted to the evolution of global strategic communications?
We have adapted by investing in new technologies, promoting collaboration between cultures, and staying flexible to changing market demands. Our agile structure allows us to respond quickly to global trends, and our member agencies are experts in tailoring strategies for each market.
Our strength lies in the diversity of our independent agency members, which allows us to be agile and adapt quickly to an ever-changing environment. Unlike multinationals, which face bureaucratic barriers to transformation, our agencies operate with a startup DNA, giving them a competitive advantage in terms of flexibility. This adaptive capacity allows us to respond effectively to the demands of the global market and to take advantage of emerging opportunities in the strategic communications industry.
- Have conflicts arisen within the network due to cultural or ethical differences between member agencies? How have they been handled?
Yes, differences have arisen on occasion, but we handle them with open dialog and mutual respect. We create safe spaces to discuss these differences and always prioritize the values of transparency and ethics in our solutions. Cultural diversity is one of our greatest assets, and we work to tap into it, rather than letting it be an obstacle.
So far, in the 6 years since Constellation was founded, we have not experienced serious conflicts between agencies. The collaborative environment within the network encourages transparent and open communication between partners. Each agency has the autonomy to manage the business deals formed between them, while recognizing that each country, region, and service can have its own particularities. Our goal is to unite the strengths of each agency for a common good, creating an environment based on respect and collaboration.
- How has the network demonstrated its resilience as compared to large multinationals during a crisis, such as the pandemic or the war in Ukraine?
Our decentralized structure, and focus on collaboration, have been key to our resilience. During the pandemic, for example, our agencies were able to support each other, share resources and quickly adapt to changes.
- How receptive have members been to this model?
The response has been very positive. Our members value the flexibility, independence, and growth opportunities that Constellation offers. However, the key to success in our network lies in active collaboration and generosity. The agencies that engage, share knowledge, and contribute to community growth, in return, benefit the most. Those that expect immediate results without actively participating are usually end up leaving the network, as the real value of Constellation lies in collaboration, not just membership.
- How does the Constellation Global Network compete with the large multinational agencies that dominate the global advertising market?
We compete by offering what big multinationals can’t: independent creativity, flexibility, and close collaboration. Our members offer customized and agile solutions, that are often difficult to replicate in more rigid structures. In addition, by being globally connected, we can offer international reach without losing our local touch.
- How does the network deal with the difference in resources and budgets of small independent agencies as compared to industry giants?
While we don’t have the same financial resources as large multinationals, we makeup for that difference with agility, innovation, and a more personalized approach. By sharing resources within the Constellation network, and collaborating on joint projects, our agencies can compete at the same level as multinationals, delivering high-quality results with greater efficiency