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The world is getting smaller every day, which means it’s now easier than ever for any business to reach a truly global audience with its messages. CCgroup has been a leading member of the GlobalCom PR Network for almost a decade. CCgroup recognises the importance of local expertise in driving the success of any global campaign. GlobalCom is an association of independent agencies with a proven track record in their domestic markets – we have none of the weak links you experience with the global agencies. The network enables us to offer clients the best of both worlds – local power with global reach.
A hub agency sits at the centre of a global campaign to offer a single point of global management, co-ordination and billing. The benefit of this approach is a heterogeneous strategy that can be implemented, managed and evaluated.
An understanding of what will resonate in different target markets can be the difference between success and failure for companies with global ambitions. Cross-market collaboration at the planning stage ensures that communication does not become ‘top heavy’ and a ‘one size fits all’ model is never used.
Although it is important to be aligned when it comes to a global strategy, implementation is likely to vary greatly from one territory to the next. It is critical that local issues, culture and other nuances are taken into account when finalising tactics. Ignoring best practice and local environs could negatively impact a company’s reputation. For example, in Italy the majority of publications won’t accept by-line articles (unless paid for), but will be happy to receive timely comment. In Japan, our PR partners routinely print out press releases and hand deliver them to press clubs and publications – and they still use the fax machine to mass issue news!
The benefits of having a central team managing a global network of local agencies is the simplicity it offers to the day-to-day running of a campaign. This can range from a single measurement and reporting function to a centrally managed content hub.
The importance of seamless integration to ensure that campaigns run smoothly cannot be understated, in terms of strategic planning, intelligent tactics and insightful reporting. CCgroup has a wealth of experience managing a number of agencies as part of the GlobalCom PR network to deliver compelling results. We are also able to integrate agencies outside of GlobalCom should a particular skill-set or relationship base be required.
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