11 into 1 Does Go – The Single-Agency Model
The brief:
Rapid international growth on the back of a pioneering technology left our US-based client with little time to put in place a co-ordinated communications infrastructure. Journalists knew about the products, but not about the company. With 11 'local' agencies in various European countries, consistent messaging was difficult, managing the network cost time and money and the fragmented media strategy obscured the company's commitment to the European market. They asked us to take over pan-European media relations, promote the company as well as the technology, and leave no one in doubt as to their position in Europe.
The solution:
Working closely with the company's corporate communications department, we created and implemented its first pan-European media strategy. With a single agency, messages became consistent and reached the media faster, while delivery took into account local cultural and market conditions. We used the opening of a new European HQ to demonstrate the company's commitment to Europe and the scale of its resources. To promote the company as well as the technology, we gave voice to its strategic vision by putting the US CEO and the new European managing director in front of the leading journalists. The result was more efficient, more cost-effective communications.