Most marketing companies employ 5-10 agencies representing different marketing specialties in their home market. And even with best in class expert agencies, marketers find it challenging to manage multiple agencies to meet expectations and contribute to business.

In the multinational arena you are faced with many more complexities. Different languages, cultures, market developments and levels of sophistication, different competitors. And distance is obviously an issue. Whereas local agency partners are fairly and sometimes too easily replaced, the investments in your international structures are such that you will probably think twice before changing them. When you rethink your international agency portfolio you want to get it right the first time. “Measure twice, cut once” is good advice from the carpet business. If you don’t, you may risk having to throw away the whole roll of carpet.