Advance took this approach with the Danfoss campaign by being the singular point of contact – developing the overall strategy, creative concept and campaign elements. These were all validated by a Malaysian Worldwide Partners agency which was responsible for the defining the local media plan, media buy, and optimisation in five separate markets.
Having a strong network not only allowed Advance to choose the best partner for the specific task, but also created a high degree of flexibility in the case that new requirements were added at the last minute.
This agility and reach is particularly important for a client such as Danfoss. as Mette Munk suggests. "We are a big player and a complex organisation, and we require a certain scale from our partners. They need to be ready when we press go".
But the most important element of any global campaign remains being able to understand users across borders. Mette comments that this "has worked well with Advance, who through their network can gain insights, and can also continuously test the effect of the content we run".
"That is exactly why this collaboration has been so effective".