Managing global brands: David Wethey recommends a different process for international clients and agencies to follow in global campaigns. (Opinion)

Brand Strategy, July, 2002 by David Wethey

Brand valuation experts place a high premium on internationality. David Andrew in Interbrand's publication Brand Valuation says: "Brands which have proven international acceptance and appeal are inherently stronger than national or regional brands". In Interbrand's brand valuation system, the `internationality' dimension carries 25% of the total score, equal first with `leadership'.

Global marketing companies know this and put vast resources behind promoting their brands across the continents. The advertising industry is dominated by groups of agencies who have opened offices in hundreds of countries to serve their clients.

So do clients and agencies manage their campaigns like a well-oiled machine? Well--in our experience anyway--no. As consultants, we...