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| AAI
International Ad Management |
Undoubtedly international advertising management is both different,
and difficult. At AAI we've used our international experience
- unique among our peers - to examine why this is so, and
to devise a practical methodology to help the established
international marketer or the fast-growing newcomer to achieve:
• The best possible creative product everywhere (even
if that does not mean the same everywhere)
• The best possible relationship and process with agency centrally
• Efficient and effective regional and market operations
• Good value, plus leveraged remuneration
How do we do this? In our view (a view supported by having
run over two dozen global pitches and 15 international management
assignments), the key to success lies less in the creative
approach than in the operating system that will support it.
Get the system right, and the variety of advertising creative
strategies on offer should be able to run on it. Get it wrong,
and none will.
Using our client list and our unique global network of affiliates
weıve codified the various different operating systems commonly
in use worldwide, and devised a proprietary toolkit to help
identify which might be best for you. For many clients entering
new markets or embarking on a new international advertising
strategy itıs a valuable starting point, and you can see a
summary here.
Based on this experience we can recommend which operating
model will probably suit your requirements best; or, if you
already have a successful system in place, we can show you
which agencies can be best relied on to work to it.
Of course, owing to the complexity of many international assignments,
AAI frequently assist our clients not just to devise a viable
strategy but to help you ¨get the show on the roadı.
- David Wethey
To find out more contact David Wethey at davidw@agencyassessments.com
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» GLOBAL PITCHES
» INTERNATIONAL AGENCY MANAGEMENT OPERATING MODELS |
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AAI
have handled a number of assignments for Cadbury Schweppes in
recent years. Their knowledge of the international agency world
has stood us in good stead,
and they are valued advisers.
Nick Fell,