Integrated and accelerated: Understanding the modern marketing model

Shufen Goh

R3’s Shufen Goh introduces six agency models for marketers seeking to reduce inefficiencies in their agency relationship and/or cut the number of agencies they work with.

Creating cultural advantage

This article is part of a series of articles from the WARC Guide to creating cultural advantage. Read more

 The increasing need for global-local solutions reflects the complexity faced by marketers today. Effective integrated marketing organisation and agency models require masterful balancing of the rules of standardisation with the freedom needed for local expression. This marriage of governance and cultural relevance requires brands to have strong foundational capability and functional support.

When reflecting on changes in media and consumer behaviour over the last two decades, more attention tends to be given to their external impact –...

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