Work & thinkingCase studyU.S. launch
Zero to twelve
I joined as the first U.S. employee. Over eighteen months, the account base grew from zero to twelve.
- Starting point
- An established international operation with no local accounts. The job was helping it adapt its offerings, services and positioning with an American slant.
- Work
- Building the book of business, and the operating approach to support it.
- Result
- 0→12Twelve accounts in eighteen months. Campaign budgets ranged from $20K tests to $6M launches.
Stakes were high. The first might be the only impression.
It was often a small test, one with barely enough budget to prove whether it worked. It was our job to make sure U.S. clients felt the force of a 200-person international operation in the Pacific time zone.
From early tests to partners.
In one example, we started with a small international campaign. We broke their box office record in that market. That earned incremental chase-week budget, and another test.
Then six more markets, including Canada and eventually the U.S. We went on to break two additional box office records.
Adapt to their needs, not force them into yours.
Clients are busy, and we were an additional partner to manage. Rather than be pushy or constantly ask for the next title, we did great work. Gave time back in their schedules. Met frequently to talk shop.
Do right by the client, and they’ll do right by you.
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