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Size Matters Feature: A Q&A With Lynne Anne Davis, President & Senior Partner, FleishmanHillard Asia Pacific

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Lynne Anne Davis says internationally networked agencies offer the global perspective – and the local knowledge – to deliver personalised and specialised services

What are the benefits to using a large network over a smaller more boutique style consultancy?

Benefits include greater market footprint, resources and ability to scale more easily, access to international best practices and a larger pool of global expertise across a broad range of specializations. There is often more diversity of experience which is particularly important in the age of internet of things, where the lines between vertical industries are blurring, so cross-pollination of experience and ideas becomes even more important.

How do large agencies avoid becoming less personal in their approach to clients?

It’s all about the people. Clients develop relationships with individuals and large agencies have to ensure that fundamental premise remains central to their way of operating.

FH has moved to establish specific practices on areas, for example, such as Islamic communications. Why?

It’s about recognizing that different audiences have fundamentally different needs. Bringing together the collective expertise within the network to serve a specialist group enhances your value proposition and gives the particular audience or clients servicing the sector comfort that the counselors working on their business have a real affinity with their challenges, their culture and their environmental opportunities.

Does being part of a large network of associated marcomms firms make it more difficult to be agile, respond to rapid market changes and client wishes?

No, it doesn’t, particularly within Omnicom, which leverages the expertise within its federated organization for the express benefit of specific client needs. This ensures agility and the ability for agencies within the enterprise to compete when it makes sense and, equally, cooperate when that helps to satisfy an overall client requirement.

We are seeing signs of large agencies working in tandem with smaller boutique affiliates when the need arises. When would an agency such as FH look to do this?

Fleishman works with a variety of boutique agencies, usually when there is a pre-existing relationship with the client, which can often occur when FH takes the role of strategic coordinator or lead integrator. Boutique agencies may have different contacts and depth of expertise that add value to Fleishman’s overall proposition.

There is a certain breed of client that prefers a boutique-style approach.  The BlueCurrent Group was born out of FleishmanHillard and is rapidly expanding as a successful network of boutique consultancies that brings added value and specialist expertise to clients.  These include integrated influencer, brand and content marketing; digital and social creative services; and innovative communications strategies leveraging emerging disciplines. Likewise, VOX Global, another boutique firm under the Fleishman umbrella serves specific needs in public affairs and special situations, with a track record of growth that signifies its value.


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