Global Agency? Why an Adaptation Network is Better

Elliot Polak

With the increase in globalisation, advertisers' demand for an efficient and effective way to localise their brand messages has led to the consolidation of agency groups and the emergence of adaptation networks.

This article illustrates the benefits of working with an adaptation network and how adaptation networks and traditional agencies best work together to carry out a seamless international campaign.

It is in response to Sir Martin Sorrell's article 'Why should you appoint a global agency group?' in Admap, October 2004.

WHY SHOULD YOU APPOINT AN ADAPTATION NETWORK?

'I inherited an ocean liner and drove it like a speedboat,' says Lindsay Owen-Jones, CEO of L'Oréal, commenting on how he successfully transformed the company into a global powerhouse brand.