Global Agreements: A New Solution to an Old Problem

Jonathon Lace

Jonathan Lace draws on his book 'Paying for Advertising in Europe' in this wide-ranging discussion on global agreements with emphasis being placed on methods of remuneration and payment by results.

Global Deals

Global Agreements: A New Solution to an Old Problem

Jonathon Lace, Southampton Business School

The global/local divide in advertising has been one of the most debated issues in the past 20 years. In 1984, shortly after Ted Levitts paper on globalisation1, agencies were falling over themselves to offer global services to somewhat reticent advertisers there was Saatchis full-page print ad, BBDOs new international office in London (and satellite conference on globalisation), and FCBs The Languages of Persuasion2, to name but a few.

And yet, nearly two decades on, the...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands