Julian will be speaking on Thursday, October 8 at 2:30 PM.
Session Title and Description:
Global is the new local: driving new business from foreign clients active in the US, and US clients expanding internationally
30% of Fortune 500 companies are based in the USA. Many of them are your clients – and many others could be. But all too often, they don’t consider smaller agencies, because they think you can’t help them in markets like Latin America and China, which are crucial for their future growth. China alone will be responsible for 30% of global GDP growth in the next decade.
In this session, you will learn to show them how you can. The answer is NOT to have fifty of more offices adapting global advertising campaigns, like a traditional network. The answer is partnerships and alliances with local agencies that have 21st century skills – cultural insight, experience marketing, social media relations and community management.
Conversely – 70% of Fortune 500 companies are headquartered the USA. For them, the US market is a huge opportunity.
These clients need your help – but they don’t know how to find you. This session will show you how to find them – and how to turn a small exploratory opportunity into a long term, loyal relationship..
Both aspects of driving international new business will be illustrated with actual case histories, from small and mid-size agencies across the USA.
Julian Boulding is President of thenetworkone, which he co-founded in London in 2003. Originally focussed on paid for marketing communications, he launched thenetworkone’s PR and earned media practice in 2009.
thenetworkone provides “open source” communications services from independent agencies, for a growing number of leading international marketing companies and organisations. Clients include Alliance Boots, Avon, Bacardi, Dyson, Exxon Mobil, Global Blue, Johnson & Johnson, Lavazza, Lexar, Lufthansa, Prudential, Rosetta Stone, Targus, Technogym and World Lung Foundation.
thenetworkone also helps independent firms to develop their own business internationally, through providing introductions to qualified local agency partners and other communications specialists in more than 100 countries, worldwide.
Julian began his career in advertising sales, before working for independent agencies in London. He then joined the DMB&B Group, now part of Publicis, where he spent fourteen years in a succession of senior roles. While with DMB&B, he lived and worked in UK, Europe, Latin America and USA, co-ordinating international communications campaigns for companies like Procter & Gamble, M&M Mars, Avon and Philips Electronics.
Julian is a graduate of Cambridge University. He was recently elected a Fellow of the Marketing Society in London and is currently supporting the establishment of Marketing Society chapters in India and Hong Kong.
He is a regular speaker at industry events including the Festival of Asia Marketing Effectiveness, Cannes, Golden Drum, Golden Hammer, Eurobest, Dubai Lynx, International Advertising Association, Spikes Asia and the Advertising Age small agencies conference in USA; and a co-publisher, with Campaign magazine in London, of “The World’s Leading Independent Agencies”.
Connect with Julian via Twitter: @JulianBoulding #FuelLines