'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 (©iStockphoto.com)
Glocalisation (©iStockphoto.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

More:

Ashfield's Nicola Burns cites 'clear brand guidelines' as key to global success

• For more breaking news, as well as in-depth features and case studies, sign up to C&IT Magazine's daily Newstracker here

Have you registered with us yet?

Register now to enjoy more articles
and free email bulletins.

Register now
Already registered?
Sign in
Deadline extended for the C&IT Awards Americas

Deadline extended for the C&IT Awards Americas

As C&IT expands its reach globally, we've launched the C&IT Awards Americas to recognise the best in US events.

Unicorn Events closes due to COVID-19 challenges

Unicorn Events closes due to COVID-19 challenges

Agency MD Hannah Luffman says the business will close while it is still possible to pay staff in full.

How the UK government is supporting the hospitality and events sector

How the UK government is supporting the hospitality and events sector

Suggestions of an extended lockdown period are adding pressure to the events sector, says University of Derby's Brendan Moffett.

LIVE UPDATES: Cannes Lions goes from postponed to cancelled

LIVE UPDATES: Cannes Lions goes from postponed to cancelled

All the latest postponements and cancellations as the world deals with the spread of coronavirus.

Furlough: The new F-word

Furlough: The new F-word

Recently furloughed creative director Dave Leong explains the thinking that’s helping him navigate tricky times.

‘Virtual event providers have been opportunistic’

‘Virtual event providers have been opportunistic’

Think carefully about going virtual if your event can be postponed to later in the year, says Shaumik Saha from Stride Plus Events.

Events company helps build temporary hospital in Berlin

Events company helps build temporary hospital in Berlin

PRG's teams in Germany and the US are supporting health workers on the frontline in the fight against COVID-19.

How venues can rise to the challenge of coronavirus

How venues can rise to the challenge of coronavirus

Be flexible with your payment terms or cancellation policies, says Katie Roberts at National Museums Liverpool.

Dear C&IT: Mental health first-aiders could help events staff in need

Dear C&IT: Mental health first-aiders could help events staff in need

Two readers call for a greater focus on mental wellbeing in the events industry.

Zoom responds to privacy and security concerns

Zoom responds to privacy and security concerns

The video conferencing app is under scrutiny as its popularity surges during the coronavirus pandemic.