Once upon a time, global agency networks were created to help brands achieve their ambition of global expansion. Set up an office in a new country and sell your clients' products to new people; it was that easy. So easy, in fact, that we saw a plethora of agency networks—predominantly from the USA—spread around the world to handle their increasingly global clients. Now, decades later, there are so many of these agencies in existence that most holding companies are struggling to find a need for all of them. So how do agencies in this era identify a purpose and ensure a long and prosperous future when simply being global no longer guarantees success?