Establishing your agency in new markets/overseas

Clare Hart, Managing Director at Critical Mass, delves into the future of digital advertising in the latest episode. We've all seen the rise of AI and automation, and the sheer power it brings to personalized marketing at scale. But what about venturing beyond established markets? How can you take your brand message and effectively connect with entirely new audiences overseas? Today, Clare discusses establishing your agency in a new market and overseas.
About the speaker

Clare Hart

Critical Mass

- Critical Mass

Clare Hart is Managing Director at Critical Mass

Show Notes

  • 01:23
    Expanding an agency into new markets and overseas
    Agencies can adopt a model that combines global expertise with local teams that understand consumer trends and behaviors. The other option is building geographically-based agencies around a client or brand need, leveraging case studies in that region.
  • 04:49
    Product or service expertise vs. industry knowledge for agency growth
    Mastering both specific products or services and industry expertise is crucial for agencies. Client requests can drive the development of new services, but successful implementation requires understanding cultural trends and brand needs in the local market.
  • 06:55
    Client driven product development in agencies
    Successful product development comes from solving specific client challenges, rather than creating generic products and hoping to find a market. Client briefs are a valuable source of insight into real needs, ensuring solutions directly address specific brand or client challenges.
  • 08:19
    Emerging trends in digital advertising
    Brands are increasingly pivoting towards premiumization and evolving into luxury brands to meet market demands. Next-gen digital creativity is also becoming a priority, highlighting the importance of placing creative and design at the forefront of digital strategies.
  • 10:14
    The impact of programmatic advertising on creativity
    Programmatic advertising prioritized speed over creativity initially. However, there's now a growing recognition of the equal importance of how you show up and how you reach somebody with programmatic media and making brand presence consistent across all channels.
  • 11:34
    Future trends in augmented reality and programmatic digital advertising
    The Vision Pros emergence signals the need for brands to prepare for augmented realitys resurgence. Brands will need to consider the full sensory experience in their strategies, leveraging retail media as part of their marketing mix.
  • 16:15
    Opportunities in gaming marketing
    Despite the disappointment surrounding the Metaverse, the gaming industry continues to offer untapped marketing potential. Though standout gaming marketing remains a challenge, there's a valuable opportunity to reach adult gamers.

Quotes

  • "We all acknowledge the importance of gaming and its importance to the economy. But it's something that we're not getting in terms of cracking brilliant gaming marketing and the opportunity there to reach adult gamers." - Clare Hart

  • "Leveraging retail media is part of a brand's marketing mix, it's not separate. It should be part of everything else that they're doing." - Clare Hart

  • "Starting to think about everything around touch, feel, smell, sound, all the senses, is important from a full customer experience perspective for brand consistency across all channels." - Clare Hart

  • "Productizing a tool that was a result of a client brief just shows that it meets an actual need of a brand or client. It's not created by what we think brands or customers need. It's designed to answer a specific challenge." - Clare Hart

  • "Putting creative at the top of the digital agenda shouldn't be just an afterthought. It has to be first and foremost." - Clare Hart

About the speaker

Clare Hart

Critical Mass

- Critical Mass

Clare Hart is Managing Director at Critical Mass

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