http://blog.freedmaninternational.com/mad-men-style-advertising-agencies-struggle-with-new-international-marketing-models/2287/ Thu, 19 Aug 2010 09:49:21 +0100 http://wordpress.org/?v=2.8 hourly 1 http://blog.freedmaninternational.com/mad-men-style-advertising-agencies-struggle-with-new-international-marketing-models/2287/comment-page-1/#comment-710 Joe Doyle Fri, 05 Mar 2010 23:45:32 +0000 http://blog.freedmaninternational.com/?p=2287#comment-710 I've always thought the best in class agencies should demonstrate their value by leading a strategic analysis of the brand's global marketplace with the Global Marketing folks from headquarters together with their Regional Marketing colleagues, build consensus on "where they are" and "where they want to be" and then build strategies and a core brand that can get them there. The core brand needs to articulate the essence of the brand's promise and personality, but needs to adapt to the region/country/locality sensibilities & culture I’ve always thought the best in class agencies should demonstrate their value by leading a strategic analysis of the brand’s global marketplace with the Global Marketing folks from headquarters together with their Regional Marketing colleagues, build consensus on “where they are” and “where they want to be” and then build strategies and a core brand that can get them there. The core brand needs to articulate the essence of the brand’s promise and personality, but needs to adapt to the region/country/locality sensibilities & culture

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