Title: VP-multinational media
Company: Universal McCann
Location: San Francisco
Key b-to-b clients: Microsoft Corp.
Years in media business: 11
Most unusual media placement in the past 12 months: Ads on cafeteria walls of a technology company
Top trend: “International markets—especially high-growth markets like China, India, Brazil and Russia—will command more share of effort from clients and agencies. ”
Amrish Goyal predicts media planning efforts outside the U.S. are about to garner much more attention as technology companies look to international markets for growth.
And Goyal, VP-multinational media, for Universal McCann, has a front-row seat from which to see what’s ahead. He’s responsible for all of Microsoft Corp.’s b-to-b and b-to-c media planning efforts abroad. This year alone, he’s logged 125,000 flight miles to stay in touch with the international offices of both Microsoft Corp. and Universal McCann.
In 2000, Universal McCann began building a global media program in 10 countries for Microsoft, with the launch of Windows XP; today the media services firm is responsible for Microsoft in more than 30 countries. Goyal’s job is to ensure that Microsoft’s media strategy is global but its execution local.
“It is a truly difficult, but not impossible, task to have global media strategies,” he said. “A lot of barriers fall in the way of creating a global strategy—different business priorities, local media landscape, consumers’ attitude toward brands, consumption of media, and media buying and negotiating techniques. The goal is to create a powerful idea that has the ability to scale despite these differences. That’s the beauty of a ‘big idea.’ ”
For Microsoft’s corporate branding campaign in Tokyo, Goyal took the global strategy of trying to reach highly influential people and implemented it locally by buying transit station advertising within a one-kilometer radius of key government offices. Out-of-home placements had been little used.
“Local nuances are key in the final success,” Goyal said. “No media strategy is good unless the execution of a plan is possible. Close collaboration is required between the global strategy team and local execution ability to create ideas that are implementable.”
Goyal joined Universal McCann in its Dehli office nine years ago. He later transferred to the New York office, joining the Lucent International team, before taking his current position in the San Francisco office in September 2001.
He continues to see significant challenges in trying to reach the IT audience, both because the media venues to reach them are not as well-defined and because the long buying cycle for technology means advertising can’t merely provide short-term gains.
—Mary Ellen Podmolik