Worldwide Partners

The World Is Ours

September 6, 2017

By: Trish Harriss

Global marketing just sounds so glamorous, doesn’t it?

On paper, the idea of leveraging a strong strategic and creative thought across multiple geographies is undoubtedly a great concept, saving time, effort and cost and ensuring a high degree of consistency.

The reality, as we all know however, can be very different.

As more and more of the work coming to us is in the form of global briefs, we’ve been looking to shore up our global offering for a while now. Although we already conceive, plan and deliver work on a global scale for our clients, our aim was to strengthen our service and capabilities in this space at both strategic and executional levels.

And to help make the reality of global marketing live up to the concept.

Going Glocal

In our business, we use three driving tenets to help steer the creation of global campaigns that work: Grounds up thinking, Co-creation and Over Communication. They have allowed the regions to have a strong voice and a connection into campaign planning at a global level that ensures fit-for-purpose content and assets for all.

The next evolutionary step for us was to become ‘glocal’ – to offer our marketing support seamlessly from planning right through to execution and activation at country level.

Something we realised we could not deliver without the right partnership in place.

Worldwide Partners

After 18 months of multiple conversations and exploring various partnership opportunities, we were delighted (and relieved!) to find Worldwide Partners, the 10th largest advertising and marketing communications network in the world.

Worldwide Partners is a global network of over 60 leading independent, owner-operated agencies located in over 40 countries across Asia, Africa, Europe, Latin America, the Middle East and North America. The network offers a full range of communications disciplines, capabilities, services and expertise across both B2C and B2B segments.

From the very first conversation, we were impressed by the open and collaborative approach the group promotes, and the spirit of independence that shines very brightly. There is a clear shared commitment and desire to work together, to be agile and responsive to client needs.

We immediately felt a good cultural match which was an important determining factor for us.

And the benefits for us and our clients are clear and manifold:

  • A world-view at planning, strategy and concepting stage – grounds-up perspectives from country level
  • Access to and inclusion of the best local talent for the brief
  • Enhanced services and capabilities through global partners
  • Access to local insights and capabilities from around the world to maximize brand impact
  • Feet on the street for execution in-geography
  • A 24-hour ‘follow the sun’ offering and support
  • Access to best practices and business knowledge fostered and used by other agencies
  • Group discount pricing on shared products and services meaning better pricing for clients

Better Support Across Borders

We are all truly delighted to become part of Worldwide Partners and to expand our international capabilities, knowledge and footprint.

Not only can we now better support our clients across borders, but we can do so with no compromise in our normal level of service and delivery through the help of a collective of independent agencies who share the same passion, drive and dedication that we have.

It felt good to declare to the team “We Are Global!” at our last company meeting.

The world does truly feel ours.

Comment
About the author: Trish is joint MD of DirectionGroup, and specifically oversees the B2B side of the business. She is a passionate and results driven marketing and communications professional with over 20 years experience gained on both client and agency sides. Follow her here on Twitter.

    5 Comments

  1. Eoin Rodgers says:

    What an exciting evolution in our global capability! So often the ideals of global or centralised marketing fail to reflect local subtleties, needs and nuances. With the help of an engaged and collaborative team across regions and continents we can truly deliver the value and benefits of global marketing at scale. I’m personally excited to tap into local expertise and support our field marketing clients the world over.

  2. Trish Harriss says:

    Thanks Eoin – it’s great having the ability to collaborate with planners/strategists in other territories to help build the best international plans for our clients. As well as having feet in each territory to execute if necessary. Exciting times.

  3. This is a fantastic development of our proposition. Getting into territory is so important and makes such an impact to our clients in the field. Now execution will be simpler and more efficient. Knowing we have like-minded professionals (kindred spirits) in another time zone or another country helping to deal with the challenges of being in a local territory operating in another langauge, etc is going to add depth to not only our client relationships but to end results in the field. This is a fabulous, exciting time.

  4. Suzy Timms says:

    I’m excited to see DirectionGroup continuing to flourish and raising the bar for other B2B agencies with expanded global reach and impact through Worldwide Partners. I’ve been privileged to work alongside DirectionGroup, providing insight and research services, and can say first-hand that this is a marketing agency that is – quite literally- going (global) places! Good luck guys.

  5. Richard Stephens says:

    Great decision DG! …and the opportunity to stretch and embrace localised services wherever the clients’ marketing needs to but targets & work more effectively is a fantastic add on to your already successful range of B2 both marketing services.
    ‘Follow the sun'(love that) – grow the impact, improve the service!
    Best regards

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