Internationality has long been a reality for most companies and brands. However, it is in the nature of things that cross-border corporate actions know two directions. On the one hand, there are national players who are expanding internationally. On the other hand, there are international companies and brands that want to (re)position themselves on – in our case – the German-speaking market. For both the cases, nothing is as important as communication.
One might think: With all the social media, today there is a global news market – so why individualise it back again? In fact, the globalization of information only makes regional individualisation more important. Because if you miss out on cultural translation, the gap can damage the brand; unmoderated coverage can well become a malus.
That is why – after many years of working with international brands – we joined the ECCO International Communications Network. Our clients are the main beneficiaries of this global agency network, as it makes the planning and implementation of PR activities outside our home markets very easy. And expansion or repositioning of international brands on the German market is even more efficient and easier to achieve through us as part of an international network, because the knowledge transfer of associated agencies via shared systems minimises administrative effort and enables extremely short paths with complete transparency.
But the transfer of knowledge with experts on all continents is also an attractive opportunity for our employees to experience global PR topics hands-on. White papers, seminars and meetings with workshops broaden the horizon and the skillset.
ECCO is one of the leading independent PR agency networks in the world. With 32 owner-managed agencies, it is represented in 40 countries. Thanks to the network, it is possible for all affiliated expert teams to combine their experience and services into a comprehensive and cross-national package. In Germany, ad publica is the first agency with a B2C focus. This expertise and many years of experience with clients abroad make the network so valuable for us – and make us the ideal partner for agencies in other countries.
Wether the change in the media landscape, social media or trends that go around the world in waves: many public relations topics are international. We are convinced: In order to be innovation drivers and specialists in the global market of information, it is necessary to also acquire international know-how. In addition, it has always been crucial in the PR business to have power through networks and to use it for customers.
Our managing director Martina Biesterfeldt, who is in charge of internationalisation at ad publica: “We have experience with gin from Spain, champagne from France, a tourist destination from Switzerland, Scottish whisky and products from the USA, Australia, … the list is long. We have therefore long since specialised in bringing successful products and brands to the German market with sophistication and know-how and in making them successful here. We also work for brands from the DACH region, which we also push into new international markets with ECCO. It is fantastic that we can do so in such a professional environment.”