The Hoffman Agency and United Partners Network Team Up to Connect Clients with Local Expertise in More Markets Worldwide

The non-exclusive partnership gives clients on both sides access to additional senior, on-the-ground consultancy and execution in new markets — connecting UPN's network of smaller independent agencies with Hoffman's global reach and deep technology expertise.

BARCELONA, Spain & SAN JOSE, Calif.--(BUSINESS WIRE)--United Partners Network (UPN), the global community of independent communications agencies built on the principle that agencies grow faster together than alone, and The Hoffman Agency, one of the world's leading independent technology and B2B communications consultancies, today announced they are joining forces in a new strategic partnership.

Global technology and B2B brands increasingly need communications support that works across borders without losing local credibility. Meeting that demand requires local specialists who understand each market's media landscape, paired with the strategic consistency clients expect from one point of contact.

The partnership brings together two independently owned networks built on the same conviction - that the best work happens when agencies stay close to their markets rather than roll up into a holding company. It connects UPN's community of independent agencies across EMEA, the U.S. and LATAM with Hoffman's global footprint – 350+ communications and marketing experts working across offices in Europe (London, Munich, Paris), Asia (Tokyo, Seoul, Beijing, Shanghai, Taipei, Hong Kong, Singapore, Kuala Lumpur, Jakarta, Bangkok) and the U.S. (Silicon Valley, Portland, Boston). Together, the two networks can now offer clients on either side local market insight and seamless, on-the-ground execution in every geography worldwide.

For The Hoffman Agency, the partnership opens direct access to UPN's independent agencies, scaling access to those markets where Hoffman does not have its own offices. For UPN's partner agencies, it means a direct line into Hoffman's deep technology and B2B expertise as well as its established presence in key technology markets, unlocking new client opportunities on both sides.

Founded in Silicon Valley and now operating from offices across Europe, Asia and the U.S., The Hoffman Agency is one of the few independent communications consultancies with true global reach. It works with some of the world's leading technology and B2B brands, combining traditional PR with digital, content marketing and thought leadership under one roof.

"Independent agencies, shared standards, real collaboration – that's what UPN is built on, and joining forces with Hoffman is exactly that in practice," said Maria Bengtsson, Founder & CEO of United Partners and Head of UPN. "Hoffman brings deep tech and B2B expertise and a genuinely global footprint. For our partner agencies, this means real client work and real market access from day one – not a name added to a map."

“Technology businesses are increasingly looking beyond the markets they’ve traditionally operated in. Many other countries now offer exciting opportunities to reach new customers, attract talent and drive growth, while AI is enabling homegrown businesses to scale internationally faster than ever. In Europe specifically, there is a real effort to accelerate the region’s contribution to the global AI race - and this needs to be communicated worldwide," said Jennifer Fieldgate, Managing Director, Europe, The Hoffman Agency. “This partnership is about extending our access to trusted local specialists who understand those markets and can help us build the right team around each client’s ambitions - wherever those ambitions take them.”

The partnership reflects a broader shift in the communications industry, where independent agencies are increasingly choosing to collaborate across borders rather than be absorbed into holding groups – giving clients senior, specialist expertise without losing the agility and personal relationships that come with independent ownership.

The announcement comes ahead of UPN's fifth annual Retreat, "UP Your Game: Reinvent. Rise. Repeat.," taking place 8–9 October in Barcelona, where 70–80 agency founders, CMOs and comms leaders from EMEA, the U.S. and LATAM will gather to discuss the future of independent communications.

UPN and Hoffman will begin working together immediately, with a first focus on coordinating live client opportunities across the Philippines and Mexico, cross-border introductions between partner agencies, and joint knowledge-sharing sessions for both networks.

About United Partners Network (UPN)

United Partners Network is a global community of independent agency and client-side communications leaders spanning EMEA, the U.S. and LATAM, built around the philosophy that it's better to join forces and grow together. Founded by Maria Gergova-Bengtsson, CEO of United Partners, UPN connects independent agencies to deliver coordinated, cross-border client work without sacrificing local expertise. More information: www.united-partners.com/upn

About United Partners

United Partners is an independent brand and corporate communications agency headquartered in Sofia, Bulgaria, and Barcelona, Spain. Founded in 1997 by Maria Bengtsson, it is one of Bulgaria's most recognised independent agencies with 30 years of experience, and the agency behind the creation of UPN. More information: www.united-partners.com

About The Hoffman Agency

Defining communications broadly to include digital, content marketing, thought leadership, as well as traditional PR, The Hoffman Agency marches to its own percussionist. One of the few independent communications consultancies with global reach, it operates offices in Europe (London, Munich and Paris), Asia (Tokyo, Seoul, Beijing, Shanghai, Taipei, Hong Kong, Singapore, Bangkok, Kuala Lumpur and Jakarta) and the U.S. (Silicon Valley, Portland and Boston). The firm supports some of the biggest brands in the world, many of which prefer to remain unnamed (the client names we have permission to share publicly are on our website).

For more information visit: https://www.hoffman.com/