Holding companies or hot shops. What's a large global marketer to do? Here you will find the answer of the dream set up in today's market for a big multi - country - multi - category advertiser. First, set up a global media network among the big players like Mindshare, starcom, OMD or Initiative and / or Carat. A large seamless media operation is imperative in todays fast moving, big clout marketplace. Then hire a media auditor like Media Audits or Billett's to keep the media network on it's toes. Thereafter, move on to creative. There are a couple of different models here. Once you have a single media network, you might go with different ad agencies in different regions to drive creativity. For a more streamlined message, you might add one of the big global ad networks like McCann or Burnett. If you do go with the ad network then you should toss in some hot shops on individual briefs. So the global network is in charge of the adaptation and distribution but the hot shop executes against a specific brief. Sergio Zyman invented this with his 30 / 30 plan where he would brief a single idea to multiple competitng agencies and give them 30 days and 430k to deliver!
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