There is no perfect path to international success, no matter who you are. Weiden+Kennedy, Adweek's reigning Global Agency of the Year, is learning that the hard way. Fortunately, they so far seem to be growing stronger for the struggle.
Their international expansion is the subject of a story in today's Oregonian newspaper. There are some nuggets of wisdom in the article instructive for anyone trying to make a go of it in today's globally connected but culturally and linguistically diverse world.
Wieden+Kennedy has been venturing abroad in cautious steps for 16 years. That may sound like a long time to remain cautious, but that approach has resulted in impressive gains: Almost half its annual revenue of about $165 million now comes from outside the United States. That's especially impressive when you consider the alternatives. In international business, first impressions make all the difference. If you botch your entry into a market, you risk not only the opportunities of that single market, but your worldwide reputation—including back on your home turf. A failed attempt or worse, an embarrassing gaffe, will echo around the world and likely affect potential partnerships, prospects, talent acquisition and financing in subsequent market entry attempts.
Wieden+Kennedy, [Gregory] Solman [Adweek's West Coast editor in Los Angeles] says, has "done a wonderful job at smartly expanding their network globally," always entering a new market for a good business reason. One secret, he says, is the agency's foreign-office recipe: mix one-third Wieden culture, one-third of the host city's DNA and one-third of the office managers' personalities -- then shake
Portland ad agency strives to maintain edgy yet understated hometown profile overseas
Wieden+Kennedy looks to continue expanding globally while retaining its irreverent Oregon attitude
