'Glocalisation' the way forward for agencies

Event agencies expanding overseas have stressed that a 'glocalisation' model, operating locally but maintaining brand values, is crucial to success.

Glocalisation (ŠiStockphoto.com)
Glocalisation (ŠiStockphoto.com)

Event agencies growing their business on an international stage have highlighted the ‘glocalisation’ model as the most pertinent to the industry. The importance of operating locally while maintaining brand values is becoming recognised as one of the best ways to enhance business on a global playing field.

According to Anthony Coyle-Dowling, senior director, event business development at BCD Meetings and Events, "when you’re working with clients with a global spend and offices in different markets, having local agency knowledge on the ground is non-negotiable.

"In order to deliver service that meets the expectations of customers, you need to have experts in those countries. That includes knowledge on the hottest venues and the latest updates on hotels. Clients are more likely to value having that local voice and expertise."

The challenge for agencies is to incorporate their core brand messages with local business.  "Where BCD has been successful is by working alongside in-country experts, then using our best practices within the group to ensure we streamline processes, drive efficiency and reduce costs on behalf of our customers. We always take the best processes from a global perspective and apply them locally."

Zibrant’s creative director Mark Glynne-Jones said that certain sectors need more ‘glocalisation’ than others. ?"The pharmaceutical industry is a good example where there will be many different regulations in different parts of the world."

 Glocalised strategies are essential for success as brands engage with key market audiences, stated Indesit’s sales and marketing support director Jayson Weston. "The way they go to market in Italy and Spain is different from the UK. These audience differences have a huge impact on business events."

Reaction on Twitter:

@smeyers_gc Definitely not! I am based locally & work internationally. So much can be done online now

@cfmackenzie I don’t believe so; the right expertise that matches need is key. Location often not main consideration.

@TROexperiential It certainly helps to have on the ground support if delivering an event internationally


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