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The micro-network is delivering consistency for brands trading in ever-diverse global markets.
People say that the world is getting smaller. And in some ways, this is true. But one of the major challenges facing our industry today is maintaining consistency in an ever-increasing global landscape. With such a broad spectrum of cultures, languages and people, our target audiences are more diverse than ever.
This calls for change. But, as we all know, the industry has so far been slow to respond. Partly, this is due to the traditional agency networks and their reliance on the old model of advertising to sustain their sheer size. And, as Campaign's Claire Beale states in her round-up of 2011, clients are still keen to keep the silos they've been comfortable with for decades.
History has shown that, as clients have expanded into new markets, many have taken their lead agency with them. Therefore, many of the large agency networks around today have opened offices in markets because of their …