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

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.