Global campaigns no longer need agency offices in every capital of the world. Global campaigns based on solid and sometimes universal consumer insights leading to big ideas can deliver gravitas across borders.
Obvious truth some might say. Nevertheless there seem to be a growing number of global assignments that believes in this thinking. The last few days the Brand Republic newsletter has been filled with these stories. We’ve seen Strawberry Frog adding another cross border campaign to its recent string of wins. Both Wieden + Kennedy and Fallon have won a place on the Procter& Gamble roster with the Eukanuba pet food brand and the Gillette brand respectively. Lots of other shops with the same characteristics seem to strive these days – it’s mostly shops that have 4-6 regional offices that cover the world. Shops like BBH, Mother, M&C Saatchi and Red Cell.
And not so strange the most recent start-up’s has been born with the same global ambition. That goes for Anomaly, BMB (The new agency from the notorious Trevor Beattie). Marcel (the new shop by the creative superstars Fred & Farid backed by Publicis) and the newly merged NitroSoul. The future belongs to anti-bureaucratic, multinational oriented, medianeutral fresh thinking agencies – sweet.