Every business is built in a unique way. Often this means there are different offices and team members in various locations around the world, and whilst there may be standardised client processes and procedures, how we work with each office can vary.
From local nuances to team preferences, new languages to changes in regulation(s), all offices and team members should be treated as importantly as the first, and shown the same level of care and respect when collaborating. This can mean that some processes change, we need to present our ideas to more than one stakeholder and/or repositioning the work we’re doing, highlighting new information to showcase its meaning and return – which, as we know, can vary between roles and seniority.
Bringing a new agency into the organisational fold can seem a daunting task, but it’s not one to shy away from. One of the many benefits of working with a well-established agency, is that they are well adept in fitting seamlessly into the structure and building new relationships with peers who will be evaluating the work being done, ensuring they deliver for the brand. And, when we look at the overall business goals, it’s important to see the role that PR and communications play in this – from our “local” perspective, as well as on a wider, European or global basis.
Understanding the market
News and activity happening in local markets can have different impacts on the environment and people working there. Taking the extra care to immerse yourself in the local and/or sector specific news, understand the stories that matter and the issues that might keep your client – and/or their teams – up at night, will have profound effects. This also shows that you understand their markets and you care – which is very powerful.
Similarly, if you have other clients or colleagues working in other markets, take the time to connect with them and share the knowledge between the parties. It’s always a bonus if you can impart some of the wisdom and insights!
Regionals nuances
We all know there are differences from country to country – just as there is across local towns and cities. However, it doesn’t necessarily have to be huge differences that cause waves in the office, but change is something to navigate for all partners. Understanding how these needs differ from office to office and team to team, is fundamental to ensuring we make suitable edits in our delivery across all aspects, to making everyone feel comfortable and confident in the choice of partner.
And we’re not just talking about language barriers or misinterpretations – although these are incredibly important too. It’s about helping your teams to understand, gie them context and insight into the market you’re working in. This doesn’t have to mean double or triple the work, more about understanding the needs and making small changes. Such as,
- A short call to discuss the plans and objectives, with time for questions and understanding
- An extra row in a reporting document to give insight into the value attributed
- Sharing the initial plans and KPIs, to showcase the performance success
- Providing context on the titles you are working with any they have been chosen and/or sharing links to the platform
These small steps can have a huge impact on the team, so do not overlook them and be forthcoming in offering the adaptations.
Collaborative meetings
How is best to share ideas and discuss the best route forward? A conversation!
We know that when colleagues are located all around the world, we might have to work slightly later or start a little earlier to ensure everyone can make it – especially when you work on a truly global scale. However, this is a great opportunity for real collaboration and moving forward on plans, so should always be utilised where possible.
Video calls tend to be the preference, especially so you can see the non-verbal cues and body language, alongside the language and words being used.
Head Office
Working with Head Office – or HQ – is a big deal. It’s often where the strategy is set and decisions are made for forthcoming seasons. So, direct access here may or may not be on the cards – however, it doesn’t mean you shouldn’t be prepared for the decision to change as your partnership develops. The benefits of building relationships here encourage direct feedback, being able to answer (and ask) questions to those who make the decisions and need further qualification around the results, and helping to influence the planning moving forward.
The most important element is to invest a little extra time in getting to know your extended team, what matters most to them and what presents a challenge for them. This greater understand – and often, patience – will set you apart and showcase the value you bring, even if you have to make some small tweaks for the global partners. No biggie!
We work with a number of global brands at ADPR, and we take great pride in the relationships we build with the international members of the team and their colleagues. If you’d like to discuss your global marketing needs, please get in touch with our friendly experts: hello@adpr.co.uk.