AD AGE DATAPLACE: MARKETING SERVICES: MCCANN, OGILVY LEAD INTERNATIONAL CHANGES: CLIENT NEEDS DRIVE SHOP REVAMPS

By Published on .

Marketing services agencies are going international for good reason: Their clients are telling them.

McCann Relationship Marketing has replaced McCann Direct to serve a cluster of client needs in each McCann-Erickson shop. The new setup offers multiple service corridors rather than just direct, and meets the growing needs of international clients such as Nestle, Cathay Pacific Airways and General Motors Corp.

Predecessor McCann Direct had gone international in the late '80s with United Parcel Service as its client and had developed solo shops in Paris, Singapore and Manchester, U.K.

IBM, AMEX LEAD PUSH

OgilvyOne Worldwide, successor to Ogilvy & Mather Direct, links international direct operations through O&M's 89 offices in 43 countries. Strong motivation for more overseas reach is coming from global clients such as IBM Corp. and American Express Co.

The O&M change represents a metamorphosis. Under the new setup, the client ball is carried by a single team leader instead of by many departments, and Ogilvy's new Truffles database puts identical client data on every O&M desktop.

Bates Worldwide has created 141 Worldwide at the behest of international clients who suggested they could funnel more business to Bates had Bates a more cohesive international sales promotion operation. Under leadership of President Robert Mazzucchelli, the new Bates arm links 15 regional sales promotion shops in 31 countries of the Americas, Europe and Asia.

Alcone Marketing Group, planning a global reach for its promotion services, is starting this year with Alcone-Europe, employing 500 and headquartered in London, then will move on to Australia.

SINGLE BRAND MANAGEMENT

Rather than lashing together various local promotion companies and brands, Alcone will have a "single brand, management, and identity everywhere," says Matt Alcone, chairman-CEO.

D.L. Blair Inc.'s acquisition this year by DraftDirect "brought us to a jumping-off place-foreign business," says Blair President Thomas Conlon, noting "we could add more U.S. business, but in today's market, only slowly. To get the kind of growth we must have we need international clients."

Gage Marketing Group opened offices in London and Cologne this May and plans others in Europe.

"Our U.S. clients needed us overseas," says Thomas Belle, exec VP.

In this article:
Most Popular