What is a marketing Implementation Agency (and why should you use one?)

With the world becoming smaller and marketing more global, marketers are now expected to be experts in their field as well as across multiple markets and complex media landscapes. They also have to contend with cultural and language contexts far from their day-to-day frame of reference.

So, what has all of this got to do with an implementation agency? To put it simply, an implementation agency does this monumental task for you! It takes the stress out of delivering your brands big creative idea to all markets, in all medias, while remaining globally consistent.

Read on for the 8 key global marketing services your brand can benefit from by working with an implementation agency:

1. Planning

It’s tricky to keep track of your global campaign timings, and it’s even trickier to actually get your global campaigns out on time. Implementation experts will help you map out an exact timeline of when your creative needs to be ready, so it can get adapted correctly and produced on schedule. This will eliminate the need to cut corners and ensure you hit those important local deadlines without breaking a sweat.

2. Campaign Management

Rolling out an international campaign is no simple task, at least not without a little help. Implementation agencies take full ownership of your international marketing schedule, media plans and communication with other parties, so you’re able to keep your mind on the bigger picture and not get bogged down with the minor details of campaign planning.

By ensuring there’s collaboration and clear communication between the global and local teams, in house studios and external partners, your implementation partners are there to help avoid any unwanted, last-minute surprises on your global campaigns.

3. Local insight

For your global campaign to be successful in local markets, you need to know what the local reaction to your creative may be. You could be facing legal or cultural limitations you have no idea exist, or even local opportunities you may want to explore further. Local research is a key stage in your implementation process as it allows you to validate your campaign idea or gives you the opportunity to tweak it – either during the localisation process, or by changing or adapting your creative idea. This will save you time and money on reworking your creative at a later date, and ensure you address your local audience appropriately.

4. Transcreation and localisation

Let’s get this straight; Google Translate is out of the question. An implementation partner’s role is to look beyond literal translation. They will select the right linguists to push your message out to local markets with impact. They work hard to ensure that your marketing translation, copywriting, transcreation of taglines and advertising copy is optimised and managed with care. They appreciate the effort and creativity that’s put into your big idea and do everything in their power to make sure that your message resonates with all your local markets.

5. Media plan fulfilment

Localisation is not the only challenge when it comes to running a global campaign. Imagine you have 40 bajillion assets in 60 different languages, for several types of media, all due to be delivered on different dates, in different markets. Sounds like a mess before you’ve even started, right? And how do you make sure these are all delivered on time and on spec?

An implementation partner will put a scalable process in place so that they can produce high volume multimedia. They will liaise directly with your media agency to ensure your assets are delivered on time, exactly how you wanted them. Headache averted.

6. International clearance

When it comes to broadcasting your adverts on TV or on the radio, depending on the market, you can be confronted with very different rules and regulations.

In some countries your ads will need to be ‘cleared’ or approved by local legal bodies before they can air on TV or the radio. Your implementation partner can help you navigate this tricky clearance process by knowing exactly what to look out for and managing the sign-off processes with local clearance authorities – taking a huge weight off your shoulders!

7. Delivery

Global marketing implementation agencies are champions of delivery. They wrap things up quickly and deliver assets formatted and labelled as requested. Nothing makes your media partners happier than well organised assets delivered on time and on spec.

8. Post-mortem

When it comes to global campaigns, let’s be honest, there is always room for improvement. At the end of every campaign your implementation agency will carry out a “post-mortem” to advise you on how well your campaign was received in market and where you can save time and money on your next international marketing campaign.

To find out how to get a handle on translation for you next global project, download our Better Way Guide now.


Freedman International
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