Suppose a P/O/N client decides to market services in Milan…or launch a new product in Denmark…or begin franchising in Madrid. The client may consider hiring a foreign advertising agency to market the product, or choose single point control by consulting the newest partner of the Intermarket Association of Advertising Agencies (IAAA).
An affiliation of 20 full-service U.S. Advertising agencies (including P/O/N), IAAA, recently formed an alliance with the Paris-based European advertising partnership, Crossworld. With more than 300 employees and $2550 million in annual billings, Crossworld consists of 12 independent agencies throughout Europe and soon in the Far East. In principle, each agency functions as a satellite office for the others. Fundamental services are usually free and a fair compensation arrangement is made for more extensive projects.
“As with IAAA, all Crossworld members are non-competitive so we are free to share ideas,” said Walter Ohlmann, IAAA’s longtime president and CEO of Penny/Ohlmann/Neiman. “While each agency retains its national expertise, each also must have a full understanding of the international business climate.”
Crossworld members are located in Paris; Frankfurt; Milan; London; Toronto; Brussels; Lisbon; Istanbul; Copenhagen; Amsterdam; Stockholm; and Madrid. Partnerships are currently being negotiated in Japan; Korea; Hong-Kong; Taiwan; Singapore; Poland; Czech Republic; Slovakia; Hungary.