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| International Agency Management Models |
In attempting to analyse the modus operandi of international advertisers, we discovered two things:
1) few had a common approach; and
2) no-one seemed to have approached the subject methodically
before.
Accordingly, AAI and our affiliates commissioned a research
exercise into international advertising management models.
What follows is a summary of the results – and an introduction
to the methodology we’ve devised to help clients select,
or devise, the right management model for their needs.
HOW MANY OPERATING SYSTEMS?
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Laissez-faire
Global strategy/local execution
Global strategy/more central control
Pattern book
Exporting advertising
Regional
Multinational media only |
8%
39%
25%
43%
18%
25%
6% |
NB
This was client data - the classifications are not mutually
exclusive
Below we summarize our ‘step by step’ approach to
initiating successful international advertising management,
and the crucial exclusion of non-key players in the process
. Most clients instantly notice we leave ‘creative strategy’
as late as step four: the key point is not the steps themselves
but the order in which they should be taken.
1) Deliverables What the advertising is supposed to be for -
and how it fits in with the rest of the marketing mix; the region
by region, country by country plan; time horizons - priorities
in year one led by client marketing team
2) Investment How much can we afford to invest to hit
those targets? Media budgets; production; cost of agencies.
Led by client marketing team with significant upfront inputs
from marketing accountants and the media agency
3) Strategy Now we know what the goals are, how much
is in the budget, and what the money will buy, we can spend
time on marketing strategy, and looking in depth at the brand:
How does the brand work in Europe, in Asia, in North America,
etc? Digging for the insights to inspire the creative process;
Led by brand specialists in the client marketing team, working
closely with agency planners
4) Creative The agency comes into its own, but they are
looking for far more than just concepts in English, or indeed
Dutch; led by the central agency creatives and planners, but
involving colleagues from all key geographies
5) Operations Client team: how are we going to manage
our international campaign? Agency team: how are we going to
resource and operate? Drivers: effectiveness, efficiencies,
value; tailored operating system to be designed, costed and
agreed; Led by central client and agency teams working together. |
» GLOBAL PITCHES
» INTERNATIONAL AD MANAGEMENT |
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