Global One is competing with two other major telco partnerships vying for a chunk of the $25 billion market for multinational businesses expected by 2000.
Its competitors include Concert, a 2-year-old joint venture of MCI Communications Corp. and British Telecommunications, and Uniworld, an alliance between AT&T Corp. and Unisource, a European grouping of national telcos.
The goal of each is to create the first truly global phone company.
Global One's marketing challenge could prove more difficult than its competitors. Global One's marketers and agency Grey Advertising, New York, must create an identity for not only a new brand name but a new company.
"When you're trying to set up a global company with an ad budget that's not huge, it's better to strive for continuity with ads that appear the same in all markets to create a bigger impression," said Russ Ryan, director of corporate communications for Global One.
The ads, which target telcommunication decisionmakers and CEOs at multinational corporations, have begun in 14 countries with a focus on Europe and Asia. The ads are translated into 12 languages, said Larry Geiger, exec VP-account director at Grey.
HEAVY SPENDING ON CABLE
One-third of the media budget is allocated for cable TV, such as the Asian Business Network, BBC World, Canal de Noticias and CNN International.
The rest of the spending, in newspapers and magazines, appears in Business Week, The Economist, Far Eastern Economic Review, Financial Times and The Wall Street Journal, as well as several international technology publications.
Publications in local markets were selected by Grey's overseas offices, Mr. Geiger said.
In creating a theme for Global One, Grey decided to keep the approach as simplistic as possible "so that nothing was lost in the translation," Mr. Geiger said.
The creative uses a mission-and-solution approach that features a line drawing of an executive joined by icons from the world's leading capitals, such as the Eiffel Tower.
Later this year, the advertising takes a new turn as new creative breaks featuring Global One's yet-to-debut worldwide phone card. This product will aim for the consumer market, particularly international travelers.