"In today's international economy, as barriers to markets fall and global media fragments, the need to reach consumers with consistent communications becomes evermore paramount.

With these new markets comes complexity in terms of language. Budgets are increasingly squeezed and the dilemma of localisation versus centralisation presents itself in the race to establish a foothold in these economies."

A FAMILIAR PROBLEM...

For any company operating in international markets, the production of unified multilingual marketing collateral - whether it's a local flier or a global product launch - can be a challenging task.

Controlling production from a central point runs a grave risk of losing touch with the idiosyncrasies - linguistic, cultural and commercial - of the individual national markets. And centrally mastered concepts are rarely implemented when responsibility is devolved. Speed to markets is profoundly compromised.

...A REVOLUTIONARY SOLUTION

   Fast efficient on-line systems for               

     managing multilingual collateral

   Enhanced speed to market

   Enormous cost savings

   Total control over brand integrity,

     campaign message and corporate

     identity

Devolving the production of marketing collateral to separate in-country teams can lead to inconsistency and dilution - in branding, tone-of-voice, integrity of message, corporate image and identity.

Without central control, this route can also be extremely wasteful of manpower and resources - and staggeringly expensive.

Whichever options you choose, your competitiveness can be jeopardised

   Rigorous centralised control, with

     flexibilty for localisation of messages

   Sharpening the competitive edge

   Fully auditable reporting and tracking

   Full campaign co-ordination across

     international borders

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