B2B Marketer
Issue No. 61 - October/November 2011
How to make international ads work
by Kimon Lycos and Kimon Lycos
PART 3 More solutions (illustrations accompany this article, seek printed copy 08 8332 8200)
This is the final installment of a three-part series. If you missed the last two, I urge you to contact the publisher, who for a carton of cheap beer is more than willing to send you what you missed, in order to make this one make more sense.
This issue, we will look at the planning required, another challenge, plus a bit at the end dealing with confrontation, all this in the space of a few pages, so I better crack on with it.
Once you have last issue’s article, this bit will make more sense, because we finished with discussing the implementation of an international B2B advertising campaign. What follows is a summary of how to get everything going within a nine-week production cycle. You can easily follow this nine-week plan, to avoid last minute rushing and subsequent errors.
Many things can go wrong during these nine weeks. To minimize the risks, you and your agency should operate as a team to get the job done, and have constant contact to make sure the project is on track. Work with these factors to greatly enhance the chances of not experiencing any major dramas with Mr Cock-Up coming to dinner.
• All parties must receive extensive briefing - as a minimum in writing and whenever possible in person. The briefing includes campaign background, strategies, creative execution, production and media logistics.
• Every subsidiary must make available a dedicated main contact person, plus at least one back-up contact person.
• A specialized international media agency should be appointed to handle all negotiations, bookings, material distribution and follow-up.
• Throughout the process, an absolute respect for schedules and deadlines is a requirement. Once approved, final copy and final insertion schedules should not be changed.
• The entire production schedule cycle s...
