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markets. Figure 20-3 lists some criteria a company might use in selecting an agency. In a study conducted among marketing directors of European companies, creative capability was ranked the most important factor in selecting an advertising agency network, followed by understanding of the market, understanding of marketing goals, and ability to produce integrated communications. Size of the agency and agency reputation were cited as important criteria by less than 2 percent of the respondents. 9 Another recent study found that most clients choose an agency based on its creative reputation and the creative presentation it had made. However, a large number of clients felt their agencies lacked international expertise and account coordination ability.80

Some companies choose a combination of the three alternatives just discussed because their involvement in each market differs, as do the advertising environment and situation in each country. Several experts in international marketing and advertising advocate the use of international agencies by international companies, particularly those firms moving toward global marketing and striving for a consistent corporate or brand image around the world. The trend toward mergers and acquisitions and the formation of mega-agencies with global marketing and advertising capabilities suggests the international agency approach will become the preferred arrangement among large companies.

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