PresentationINTERNATIONAL COMMUNICATIONS
With the expansion of geographic and especially technological frontiers, advertisers are looking for solutions tailored to fit "local" markets. In countries where they wish to expand, they must be capable of gathering data on the market, competitors, future consumers and users or clients, and the media. In this day and age, English language fluency has become indispensable when working in communications, whether in agency or in company!
FROM BRAND NAVIGATOR TO VIRTUAL AGENCY
Advertisers are demanding more and more creativity and responsiveness from their agencies. Between the pitfalls of a global campaign that reaches no audience successfully, and the traps of expensive nationwide campaigns, ours is not an era of simple implementation, but rather one that demands inventive local staging of original creative concepts.
Agencies must, therefore, adopt a certain kind of organisation and working method allowing them to drive global brands. Whether through strategy consulting, market research, advertising, media/multimedia strategy, or press relations, agencies of all sizes and structures need to identify and marshal their resources regardless of their location.
An international client manager, brand navigator, global business manager or even managing director has become more than a simple coordinator. These position holders have strategic and budgetary decision-making power over the brand they manage. They do not hesitate to call upon any individual with the skills they deem necessary for their projects, thereby creating a powerful international professional network. Certain online agencies have created flexible, mobile structures in this way; veritable "virtual" agencies whose composition can be modified to fit a certain budget or brand.
