Independent Marketing Agencies Team Up to Serve Global Clients
A Commpro News Update
According to Internet statistics, 40 percent of the world population has access to the internet, a number that just 20 years ago was only one percent. It is estimated that the average adult spends around twenty house per week online. Numbers like these have joined together 50 independently owned marketing agencies around the world work to collaborate seamlessly to expand their clients' businesses globally.
The Advertising & Marketing Independent Network (AMIN) Worldwide includes agencies from more than 30 countries. Most agencies join to receive discounted prices on resources, but many also join for the relationships and worldwide connections provided by the AMIN.
Many agencies join the network for the discounted prices on resources, but stay for the valuable relationships and worldwide connections. Being a member allows an agency to stay independent and work creatively in the best interest of the client, without having to deal with a holding company.
When Fortune 100 brand Caterpillar set out to build the world's largest airport in Istanbul, Turkey, the network went to work. The member agency in Caterpillar's hometown of Peoria, Illinois, USA reached out to AMIN partner, Wordsmith, in Istanbul. The two agencies collaborated to capture footage and tell the story to the rest of the world.
"This is just one example of how powerful the network can be," said Susie Ketterer, Principal at Simantel in Peoria, Illinois, USA. "For an agency located in Central Illinois, AMIN allows us to have a bigger reach and a lot bigger footprint. We are able to be more nimble and have a better handle culturally on what is going on. That's a critical benefit when it comes our clients' global marketing," she added.
In addition to discounted resources and invaluable connections, going global with AMIN also drives revenue growth through new business, knowledge sharing at conferences, access to survey data from across the network, a global reach with local industry expertise and professional development of network employees.
"The advertising business is rapidly changing, probably changing more than just about any other industry. When you're changing that rapidly it's hard to stay up [on latest trends]. It's nice to have 50 other agencies to tap in to," said Doug Barton, President of AMIN Americas. "I have AMIN for advice. It's like I have a board without having to pay a board. It's very much about the reach, the insight, the sharing of information and the access to those resources that really make a mid-sized agency better," he added.
