Almost a fifth (18%) of UK agencies surveyed in this year’s report believe international and global campaigns provide the biggest opportunity for growth in 2017. This appetite is largely client-driven. Brands are increasingly looking to roll out campaigns across multiple territories and are looking for one agency to deliver those ambitions – a trend that has accelerated in the past 12 months.
Chris Cavanaugh, chief marketing officer at Freeman, explains: "More and more marketers see the value of brand experiences, and they now look to global agencies that have the unique ability to maintain consistency as they take these live, face-to-face engagements across borders, while also ensuring they are relevant to local markets.
"Digital is incredibly powerful in the brand experience channel, and with the medium being borderless, brands have the ability to transfer digital content or experiences across borders to enhance the overall experience. Brands are looking for continuity, speed and cost-savings."
A saturated UK marketplace is also driving global strategies within brand experience agencies. Paul Saville, joint managing director of Wasserman Experience, says: "The UK has been leading the way in brand experiences and, as there is a high level of competition here, agencies see the value in taking their expertise abroad to places such as Europe, as it is a less competitive marketplace.
"If more agencies begin to diversify to offer a global capacity, the marketplace will inevitably become more competitive. This is a longer-term threat though, one that is perhaps five to ten years away."
Michael Wyrley-Birch, chief operating officer of TRO EMEA, agrees: "An increase in UK agencies competing on a global level could be seen as a threat, but the experiential sector is quite far behind. Some agencies say they are global but it is through partnerships. To have multiple agencies involved can be risky as it can create complications, which can make these agencies a threat to themselves."
Not all agencies have global aspirations says Garry Dods, managing director at WeAreFearless: "I do not believe every agency has an agenda to be global. We are led by our client needs but will be honest about what we can deliver and where we need added local support."
For your daily hit of news from the brand experience community, weekly brand updates and your monthly trend download, register and subscribe to Event and our bulletins.
Comment below to let us know what you think.