Indies Take a Greater Slice of the International Market
Independent marketing agencies continue to make waves in the global market, challenging the notion that international work is solely reserved for network agencies. The latest achievement comes from Skin Communications, a full-service independent agency, in collaboration with their media facilitation partner, The Grove Media. Together, they have secured a significant contract to provide media planning and buying services in Germany on behalf of the prestigious Conseil Interprofessionnel du Vin de Bordeaux (CIVB), the organisation responsible for representing and promoting Bordeaux wines.
In the realm of winning international work, independent agencies have emerged as formidable players. While larger holding companies may possess substantial budgets to invest in new business pitches, independent agencies enjoy a distinct advantage during the pitching process by swiftly identifying emerging trends and adapting their strategies accordingly. With leaner teams and streamlined processes, independents demonstrate remarkable agility in shaping their pitch strategies. In fact, they can readily embrace industry trends, even venturing into uncharted territories, while their larger counterparts may struggle to obtain approval from the C-Suite for even the slightest deviations.
Ian Southey, co-founder of Skin Communications, expressed his enthusiasm for this achievement, stating, “This win is a testament to the client-centric and strong strategic planning approach the team have delivered to the CIVB in the last 20 months, and demonstrates that opportunities in markets outside the UK are achievable for Independents and not necessarily suited just for the Network agencies.” This triumph underscores the growing recognition of independent agencies as formidable players in the international marketing landscape.
Cécile Huvé, Marketing Manager UK & Germany at the CIVB, praised Skin Communications and The Grove Media for their track record of success and their compelling audience insights and channel rationale presented during the tender process. Huvé emphasized the complete confidence they have in their decision to appoint them as the chosen media agency partner in Germany, building upon the long-term successful partnership they have enjoyed in the United Kingdom.
This latest achievement by Skin Communications and The Grove Media not only solidifies their position as industry leaders but also highlights the increasing opportunities available to independent agencies on the global stage. Their success serves as an inspiration for other independent agencies, encouraging them to pursue and excel in international endeavors, proving that with the right expertise and strategic approach, independents can secure significant contracts and deliver exceptional results for their clients on a global scale.
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