An advertising agency also has to be represented internationally in the most important markets with local partners. At least in Europe, North America, Asia, Africa and Australia – which are also the most important markets for German B2B companies.
For cost reasons alone, an agency has to cover the most important parts of the globe with local partners and manage the various languages. Especially if the corporate website also has to be in Arabic. Because Arabic is written from right to left, this changes the entire user interface.
Furthermore, every country has its own customer journey. Classical, digital, customer magazines, trade fairs – preferences differ greatly between countries. What this means for the work of the advertising agency internationally is that it can never be standardised, but always unique and specific.
Taking into account the respective client structures, media, costs, benefits and the company’s market position. It isn’t hard to see that a centrally controlled global marketing campaign poses major challenges for an advertising agency internationally:
What are the most important leading media? Where and in what niche do we find the target group? How do we pair advertising and PR to build a strong negotiating position with the media to benefit from synergies? How do we build a strong brand across many different countries?
How do we develop motifs that work anywhere in the world with the least possible adaptations? How do we write attention-grabbing copy in a way that translates easily? How do we strengthen the brand in all international markets? But in a way that suits the B2B world – pragmatically and efficiently?
We at the Ruess Group have understood how to do this for over 15 years. For countless successful companies, primarily in the B2B sector: in mechanical engineering, the paper industry, construction and housing, medical technology and much more. Not only in Europe, but also overseas – in North America, Asia, Africa and Australia.