When GroupExpression joined the Travel Lifestyle Network (TLN) approximately 18 years ago, they were a five-person agency still moulding their identity. At the time, TLN was a small European collective (not yet global), but even then, it presented something rare: an opportunity to grow business reach and expand perspective.

“We weren’t even called GroupExpression yet,” reflects Virginie Le Norgant, Associate Managing Director & Director of Business Development at GroupExpression, and Stéphanie Picon, CEO. “We were identified on the French market as destination specialists… but being invited into this network allowed us to think bigger.”  

While business development often motivates agencies to join international networks like TLN, Virginie has come to see that some of its most valuable returns aren’t commercial at all. They’re relational in nature – and rooted in shared experience and mutual insight.

“Sometimes what makes you stronger isn’t more contracts,” she explains. “It’s more perspective. A broader view on your own work, and people who care enough to share theirs when you need it most.”

The power of feeling part of something bigger

For GroupExpression, results came quickly. Within two years of joining TLN, they were able to partner with fellow members on cross-border tenders, opening doors that would’ve remained out of reach as a small, standalone agency.

“It gave us more power… more possibility. Some clients realised we weren’t just a small agency anymore – we were part of something bigger,” reflects Le Norgant.

That affiliation enhanced external credibility while shifting internal confidence.

Having access to case studies from other markets brought fresh ideas into pitches in France and helped differentiate their offering from local competitors:

“We brought in examples from Spain or the UK that others here weren’t using yet.”

With every shared insight came another step forward for her team’s thinking – proof that learning doesn’t always come top-down or in silos.

What started as an opportunity for growth became something deeper: belonging within a trusted circle where knowledge flows freely, and where everyone is better because they’re learning together.

Support that transcends borders

For Le Norgant, one of the greatest (and least expected) benefits of TLN has been the emotional support that comes with being part of a like-minded global community. While new business is important, it’s the solidarity during difficult times that has made the most lasting impact.

“We don’t always like to talk about COVID,” she says, “but it really showed us how powerful this network is.”

During those uncertain months, TLN members were exchanging tips and strategies while helping each other navigate real challenges like staffing dilemmas, client losses, and shifting priorities. Even beyond crisis moments, having peers across continents who understand your pressures as both a communications expert and an agency leader can be transformative.

“We’re all entrepreneurs,” says Le Norgant. “And sometimes talking to someone outside your country gives you more objectivity regarding what you’re facing.”

A safe space for shared success and failure

One of TLN’s defining strengths is its culture of openness. At annual general meetings (AGMs) and quarterly regional sessions held throughout Europe and beyond, show up to learn from one another without trying to impress.

“It’s a safe space,” she explains. “You can say: we tried this… it didn’t work at all. And then ask: how would you have done it?”

This level of transparency creates room for real learning and honest conversations about failure and experimentation.

Growth happens when people grow

While TLN has helped elevate GroupExpression’s external profile and internal strategy, Le Norgant is quick to point out another area of impact: her team.

One standout initiative is TLN’s inter-agency staff exchange programme, a unique opportunity for junior or mid-level employees to spend time working inside another member agency abroad. GroupExpression has already hosted several team members from other agencies, and this year, the agency is experiencing the exchange in reverse for the first time, as one of its team members will be travelling to Spain to join Alfabetiko, a partner agency with whom they regularly collaborate.

“It’s amazing,” says Le Norgant. “They experience another country, another agency culture… they learn from it, and they share with their team when they return. It completely broadens their view.”

And the learning doesn’t stop with exchanges. Regular knowledge-sharing webinars, including recent sessions on AI tools led by fellow member Natalia Rosa, CEO of Big Ambitions in South Africa, help agencies stay ahead while tapping into each other’s strengths.

“Everyone in this network has a talent,” says Le Norgant. “Most importantly, TLN gives everyone a platform to share those talents meaningfully.”

At a time when attracting and retaining talent is harder than ever in the communications industry, Virginie sees these opportunities as proof that being part of something bigger can inspire teams from within.

The return you can’t measure in metrics

For Virginie Le Norgant, the real ROI of TLN is found in its people and in perspective. In the kind of support that transforms how an agency thinks, feels, and grows over time.

“Yes, we’ve gained clients and credibility,” she says. “But what we’ve also gained is confidence, community, and collaboration.”

As TLN enters its third decade, it remains as ambitious as ever, expanding into new regions, embracing innovation like AI integration and influencer strategy development, and continuing to nurture talent from within.

But at its core? It still comes back to people who care enough to share what they know.

To agencies considering joining an international network like TLN: