Trends Report

Finding The Right Agency Model To Support Your Global Search Marketing Programs

May 11th, 2011
LS
Lucilla De Sarlo
With contributors:
Nate Elliott , James McDavid

Summary

With more marketers running global search programs, more are asking what type of global search agency relationship works best. Marketers can choose from three relationship models: centralized models that offer marketers a single point of contact; decentralized models that balance a central network with local support; and localized models that allow local marketing teams to create one-to-one agency relationships. The best model is typically the one that mirrors a marketer's organizational structure — but some marketers must look beyond a "mirror model" to meet their unique needs.

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