Running multimarket campaigns shouldn’t feel like a game of broken telephone, but too often it does. Work gets delayed, messages get lost in translation, local nuances are missed, and campaigns fall flat. According to industry reports, 60% of global campaigns fail to resonate locally, and over 70% of marketing leaders cite “misalignment between regional and global teams” as a key challenge.
At The Hoffman Agency, we were tired of seeing the same failures repeat. So, we made it our mission to rethink multimarket PR and marketing from the ground up. Instead of just tweaking the traditional hub-and-spoke model, we scrapped it entirely and built something better.
In Search of a Better Way
We didn’t just throw ideas on a whiteboard. We gathered leaders from across our global network and spent weeks analyzing what worked, what didn’t, and what needed to change. We examined key pain points in traditional multimarket models: teams nickel-and-diming each other, disconnects between the hub and spokes that lack consideration for the local landscape and media realities, cross-border business challenges, dilution or compromise of key narratives, and a tendency to focus on the scope without proactive thinking around alternative options. Above all, we recognized the need for a structure that encouraged teams to share insights, propose what works best, and have multiple plans in place to ensure flexibility and success.
Beyond just identifying issues, we asked why we should be able to make a new model work where others had failed. Our independence as a global agency gave us the ability to make decisions in the best interests of our clients, unshackled from external shareholders or rigid global mandates. Unlike many large agencies operating under separate P&Ls by market – a model that causes internal competition and fragmentation – we operate under one global P&L. This structure enables us to move resources flexibly across regions, responding to client needs rather than financial silos. These unique aspects of our agency became the foundation for a new, smarter way of working.
Introducing The Hive Model
A hive isn’t just a collection of bees. It’s an intelligent, adaptive system where every member has a role, communication is seamless, and collective intelligence drives success. When we designed the Hive Model, we drew inspiration from nature. Beehives thrive because they operate as a connected and flexible unit, not through rigid top-down control. In the same way, we wanted to create a model where markets work together dynamically, exchanging knowledge and expertise in real time rather than waiting for instructions from a distant HQ.
Our Hive Model embraces the idea that multimarket success is a mindset, not just a function. It’s built on the principle that successful global campaigns don’t come from a centralized power structure; they emerge from strong, interconnected teams that adapt, respond, and create collectively.
Hive Jive > Hub-and-Spoke
Unlike the rigid, top-down structure of the Hub-and-Spoke, the Hive Model operates through geo-agnostic hubs, where leadership is based on expertise rather than geography. This enables faster decision-making, more culturally nuanced storytelling, and greater flexibility in execution.
Leadership in the Hive Model is democratic and meritocratic. The best ideas win, no matter where they come from. Instead of relying on headquarters to dictate strategy, local teams are actively involved in shaping campaigns to ensure relevance and impact in their respective markets. This autonomy empowers teams to take ownership and deliver results rather than simply executing a global playbook.
Another key differentiator is chemistry. The Hive Model isn’t just about coordination – it’s about building real relationships across borders. Teams work together because they trust and respect one another, not because they are forced to do so by a hierarchical structure. In many large agencies, internal politics and single P&L models lead to territorialism and fragmented execution. The Hive Model eliminates these barriers, ensuring that collaboration is genuine and productive.
Hubs are still critical to multimarket success. Without a central coordination mechanism, most multimarket programs fail. The difference in the Hive Model is that hubs act as strategic enablers rather than gatekeepers. They ensure smooth coordination between markets, facilitate shared learning, and provide a centralized strategy while still allowing local teams the flexibility to adapt as needed. To support this, we have developed robust standard operating procedures (SOPs) that streamline execution, ensuring consistency and efficiency across all regions.
‘Choose Hive, Say Yes to the Future’
Let’s be real: if you had the choice, would you opt for a model built on hierarchy, rigidity and inefficiency? Or would you choose one driven by agility, meritocracy, and genuine collaboration? The Hive Model is designed for real life, where businesses need teams that think fast, act faster, and operate as one. Sticking with the hub-and-spoke model means choosing bureaucracy over progress, silos over synergy, and execution over real strategy. The Hive Model proves that the best results don’t come from geography but from connection, chemistry, and collaboration. Having a presence in different markets does not automatically translate to effective collaboration though. True success in multimarket communications comes from strong, trusted relationships within a network – not just coordination, but true connection. The Hive Model fosters this connection by prioritizing deep cross-border team chemistry, agile execution, and shared accountability.
So, What’s It Going to Be?
The old way isn’t just outdated. It’s actively holding businesses back. So, here’s the real question: why settle? Why keep running global programs with a system designed for a world that no longer exists? The Hive Model isn’t just a tweak – it’s a transformation. It’s built for brands that want to win in today’s world, with teams that don’t just execute but think, adapt, and lead.
So, what’s it going to be? The slow, fragmented past – or a future powered by real connection and collaboration? If you’re serious about making an impact, it’s time to join the Hive. Let’s talk. Brands need multimarket teams that can move quickly, adapt intelligently, and operate as one cohesive unit. Simply coordinating efforts across multiple markets is no longer enough; true global impact requires genuine collaboration and trust. The hub-and-spoke era is over. The time for the Hive is now.
