Is the big traditional global agency model dead? This question will be tackled at global consultancy Text- appeal’s seminar at the Cannes Lions International Advertising Festival, entitled ‘How to Grow an Emerging Megabrand @ the Speed of Digital.’ The seminar is set for 10AM on Tuesday, 23 June at Debussy Theater.
On the panel are LONDON Advertising co-founder Michael Moszynski, Tetra Pak Corporate Brand Director Khaled Ismail, Vertu Global Marketing Director Hazel Kay, and Emirate Group Senior VP for Advertising Steve Wheeler. Former Sony EMEA president Chris Deering will moderate the discussion.
With the first global megabrands appearing in the early 1900s, ad agencies were compelled to set up offices worldwide to service their business. Driven by iconic American brands like Coca-Cola and McDonalds, the expansion often mirrored the client’s structure: one office in each market. The priorities were global infrastructure and scale, rather than speed of service and efficiency.
Textappeal founder and CEO Elliot Polak, opens with the leading question, “Why is everything suddenly different, as networks struggle to get their footing? Because fast and lean global execution can make or break an emerging global megabrand.”
“With advances in technology, the idea of having to have ‘dots on the map’ in terms of full service agencies in every market is as outdated as the telex machine,” says Moszynsky, who co-founded LONDON after twenty years at Saatchi. “Global capitalism faces its greatest-ever challenge, and now is the time to re-evaluate the type of advertising agency that is fit for purpose and can help their clients deliver economic recovery in the short-term and greater efficiencies and effectiveness in the long term,” he adds. LONDON serves the Mandarin Oriental global account and the South Australian Government, along with a few other accounts, over the internet from a single office in the United Kingdom.
An independent cross-cultural consultancy and a partner of LONDON, Textappeal has over 700 brand experts in 151 markets.
