Gregs Regulatory Services

Growth - once an assumption, now a presumption. For major agency groups in particular, the fruit hangs high these days. Slow organic growth in established markets, client procurement departments, intense competition in emerging markets, and - to some eyes - sexier competition in new(er) media all combine to make revenue growth as difficult and dema... nding as the path of virtue. So, as you survey this uninviting terrain, attention must turn to the organisations fitness to conquer it. Is that a lean and modern fighting machine you see behind you? The drivers and valets might have gone, HQs have moved East, and regimental numbers have been cut to the bone, but are remaining forces fighting with intelligence, or charging towards massed tanks with swords drawn? It may be necessary to be slimmer, but its better to be smarter. The world, many commentators will tell you, is getting smaller. Last time we looked, it was getting bigger. More people, more media, more channels, more competition, more data (as distinct from intelligence), more government, more rules, more interference, more demands from more clients. We think they mean that brands can and do travel faster than ever, but that doesn't make the trip easier. So the world is getting smaller in the sense that the brand communications world is managed from fewer places: the top three holding companies account for more than half of worldwide advertising revenues, and major offices in their networks will derive as much as three quarters of their revenue from international brands. So the world isnt smaller, its bigger and its sitting on your doorstep wondering if you know better than your competition what youre doing. You might even be asking yourself the same question. Developing international commercial communications sometimes seems to require the cunning of Machiavelli and the clout of a squadron of B52s. Are there more clients than countries? Will the Account Director throw a croissant at the French client? The meeting of process and creativity is difficult ...Read More