Download - Partners in International Communications
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Partners in
International Communications
Donna Zurcher
Instinctif Partners
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Lost in Translation
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Is getting smaller
Opportunities are getting bigger
Today’s World …
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Is getting smaller
Opportunities are getting bigger
It’s easier to talk
Communicating is more difficult
Today’s World …
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Is getting smaller
Opportunities are getting bigger
It’s easier to talk
But communicating is more difficult
Big brands need international support
Today’s World …
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Communications that must- Cross borders and break barriers- Be based on insights and ideas- Be adaptable and flexible- Engage and resonate - Be “close to the centre and far away”
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Practicalities …− International strategy with local delivery− Understanding – politically and culturally aware− Programme efficacy− Cost effectiveness− Evaluation
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Independent and Owned
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Running International
Consult FromCentre
Influence FromCentre
Manage FromCentre
Execute FromCentre
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10
Manage From The CentreClient and
Consultancy
Europe
Asia Pacific
The AmericasAfrica
LATAM
Local Markets Local Markets
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Managing International Programes –The Four Principles:− Communications strategy must be consistent across
borders - but adaptable to address local market issues and opportunities
− The best people must be used within the network, wherever they are located.
− Budget expenditures must be driven by impact NOT internal issues - eg do the right thing in the right place
− Results must be measured throughout not just at the
end, and changes made quickly
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Some say “Glocal” – some “Global – Local” - “Internationalism”
But what everyone says is partnership is key!
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Partnership
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What does a good partnership look like?
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Apple
… founded in 1976
Steve Jobs and Steve Wozniak became friends at a summer job in 1970.
Wozniak was busy building a computer.
Jobs saw the potential to sell it.
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In an interview with the Seattle Times, Wozniack explained why their relationship worked
"I was just doing something I was very good at, and the thing that I was good at turned out to be the thing that was going to change the world...Steve was much more further-thinking. When I designed good things, sometimes he'd say, "We can sell this." And we did. He was thinking about how you build a company, maybe even then he was thinking: "How do you change the world?”
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Why it worked -
They both were passionate about computers and innovation and recognised their individual contribution to the partnership
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… founded in 1998
Larry Page and Sergey Brin met at Stanford University when Brin was giving a tour for doctoral students. In that initial meeting they managed to argue their way around campus
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Why it worked -
They both had a passion for technology and that initial meeting resulted in them collaborating on a research project together “The Anatomy of a Large-Scale Hypertextual Web Search Engine,” which became the basis for Google. Their interest in data mining enabled them to develop a similar vision for their company.
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Six key aspects of success
Interest and passion
Recognition and respect
Trust and equality
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Shared interest and passion
- the basis for collaboration and innovation
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Recognition and respect
- the basis for successful collaboration & delivery
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- shared trust .… earned through equal knowledge levels, experience, or friendships …. over time
Trust and Equality
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Partners in
International Communications
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“Our goal is to be valued as essential partners by those who value smart communication solutions that achieve success.”
David Ogilvy
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Partners in
International Communications
Donna Zurcher
Instinctif Partners