The World: Digital networks evolve to meet client demand.

As the global market takes shape, will there be a place for micro networks or will they feel the squeeze?

Procter & Gamble's recent decision to consolidate its hefty European digital advertising budget into three agencies of record gave LBi, Agency.com and Saatchi & Saatchi Interactive something in common.

But the three digital heavyweights don't just share a client. They now have extensive global networks at their disposal to cater for brands on an international scale.

Crucially, a sturdy European presence was a deciding factor in the pitch for the P&G business, which makes sense given the fact that the web is such a global force.

To date, there have been few digital agencies able to boast a worldwide reach. Could this be set to change?

Nigel Morris, the global chief executive of Isobar, thinks so. The Aegis-owned digital group now has more than 1,600 staff around the world in 68 offices and Morris says that he is seeing a trend for more regional and global business pitches. 'We have at least six global clients for whom we develop central global strategies and then execute locally,' he says.

Isobar is not alone. The Omnicom-owned group Agency.com currently operates out of nine bricks-and-mortar offices around the world. It is planning to expand its network - a move which is driven by client demand, according to the Agency.com global chief executive, David Eastman.