Mike Maynard, MD of Napier in the UK and Deputy Chairman of Eurocom Worldwide, explores why partnering with a B2B PR agency network like Eurocom Worldwide is the best approach to deliver an international communications campaign.
What are the alternatives to a network?
When launching an international campaign, clients normally choose between three different approaches. They can engage with a global agency that has offices in the target countries; run agency searches and pitches in each country; or engage with an agency network. Although all these options can meet the brief, the network approach usually provides the best return on investment.
Why choose a B2B PR agency network?
A specialised B2B PR agency network offers clear advantages over choosing a large global agency or selecting individual agencies in each country.
Coordination across different regions
Navigating the complexities of B2B PR requires a strategic approach. Businesses often face challenges when working with separate agencies in different regions. The process of running pitches in each region is very time-consuming, and once the agencies are selected, they must be managed. This can lead to a significant overhead, particularly as the agencies won’t have an existing working relationship. With very different environments and experience, selecting separate PR agencies in each country can deliver inconsistent results that can limit the effectiveness of the campaign.
These challenges can place additional workload on the client, increase costs and impact the outcomes from the campaign. A global B2B PR agency network, like Eurocom Worldwide, provides coordination and ensures that agencies already have a strong working relationship, ensuring that your PR strategy is executed seamlessly and painlessly across all markets.
Unlike large global agencies, which tend to have a “one size fits all” approach, a PR network is built from local agencies that have a deep understanding of their local market. Each agency will subtly optimise the campaign for their market, ensuring campaign effectiveness and a consistent interpretation of the messages by the target audience.
Eurocom Worldwide stands out as a global network that truly understands these challenges. According to Valerie Harding, CEO of American Agency Ripple Effect, “Our global B2B PR agency network has solid relationships with media outlets and influencers in many countries, ensuring a targeted outreach that reaches relevant audiences in each market.”
Quality
PR agency networks are groups that have a real self-interest in ensuring their members are leading agencies in their countries. The members want to ensure that their clients receive the best possible service when they are referred to other network agencies, so they will proactively ensure that all members live up to their own high standards.
The importance of all agencies meeting high expectations of quality are emphasised by Sanni Rostedt, CEO of Idea Group in Finland, “The offices of Eurocom Network are reliable and operate responsibly. They are like an extension of your own company abroad.”
With Eurocom Worldwide’s commitment to delivering consistent quality, you can expect your international PR to align closely with your company’s objectives. This consistency across all regions enhances your brand’s reputation around the globe.
Flexibility
Large global agencies have rigid approaches to international campaigns and tend to be driven by a small number of high-value clients. PR agency networks, however, offer the flexibility to adapt PR efforts according to your needs, the demands of the markets and local market trends. This enables your brand to stay ahead of the game. As Vineta Savicka, visiting lecturer at Rīga Stradiņš University in Latvia notes, “Comparably smaller, privately-owned agencies tend to be more flexible and agile.”
Many people see agency networks as offering the best of both worlds: local expertise and a global outlook. Eduardo Menal, executive director at Both. People & Comms. in Spain comments, “A B2B PR agency network offers specialized expertise tailored to the B2B market and much more flexibility than big international networks. We provide localized support while building on the collective strengths of the network.”
Focus
It’s very difficult to grow an international agency that retains a specialist focus. Typically, global agencies cover abroad set of markets and industries, meaning you rarely work with a team that really understands your audience. Networks, however, bring together the best of the boutique agencies form around the world, uniquely providing expertise at scale.
This difference is highlighted by Robin Baker, chairman of global B2B agency network, Eurocom Worldwide. He believes, “Many international firms and networks are generalists, whereas Eurocom Worldwide offers specialist B2B expertise. What is more, our members are specialists in their local markets, they know what works, they know the media landscape, and they understand the business environment. And best of all, our members are run by owner/operators, they are personally invested in their clients’ success.”
Conclusion
A strong, established B2B PR agency network is the best option for businesses that want to run international PR campaigns. By utilising a network of specialised B2B PR agencies, companies can achieve greater brand visibility and consistent messaging across diverse global markets. Additionally, this approach enables agencies to connect more authentically with local audiences by customising content and tactics to align with local preferences and cultural norms.