Global marketers tend to either hire a collection of non-affiliated agencies around the world or work with a large, publicly traded holding company with a global footprint. But both of these options have weaknesses.
Working with a collection of non-affiliated agencies puts a heavy load on the marketer to manage all the different moving parts while trying to keep their brand’s equity intact. And in many cases, all they’re left with is fragmented tactical support with a compromised message.
The challenge presented with the holding company model is that not all marketers have the necessary resources available to realize the full benefits of the relationship. The size, complexity, and overhead requirements of these agency conglomerates make them an unrealistic proposition for many global businesses.