Donna Zurcher's presentation at the ICCO Summit 2014 in New Delhi

1. Partners in
International Communications
Donna Zurcher
Instinctif Partners

2. Lost in Translation

3. Is getting smaller
Opportunities are getting bigger
Today’s World …

4. Is getting smaller
Opportunities are getting bigger
It’s easier to talk
Communicating is more difficult
Today’s World …

5. Is getting smaller
Opportunities are getting bigger
It’s easier to talk
But communicating is more
difficult
Big brands need international
support
Today’s World …

6. Communications that must
- Cross borders and break barriers
- Be based on insights and ideas
- Be adaptable and flexible
- Engage and resonate
- Be “close to the centre and far away”

7. Practicalities …
− International strategy with local delivery
− Understanding – politically and culturally aware
− Programme efficacy
− Cost effectiveness
− Evaluation

8. Independent and Owned

9. Running International
Consult From
Centre
Influence From
Centre
Manage From
Centre
Execute From
Centre

10. 10
Manage From
The Centre
Client and
Consultancy
Europe
Asia
Pacific
The
AmericasAfrica
LATAM
Local Markets Local Markets

11. Managing International Programes –
The Four Principles:
− Communications strategy must be consistent across
borders - but adaptable to address local market issues
and opportunities
− The best people must be used within the network,
wherever they are located.
− Budget expenditures must be driven by impact NOT
internal issues - eg do the right thing in the right place
− Results must be measured throughout not just at the
end, and changes made quickly

12. Some say “Glocal” – some “Global – Local” -
“Internationalism”
But what everyone says is partnership is key!

13. Partnership

14. What does a good
partnership look like?

15. Apple
… founded in 1976
Steve Jobs and Steve Wozniak
became friends at a summer job
in 1970.
Wozniak was busy building
a computer.
Jobs saw the potential to sell it.

16. In an interview with the Seattle Times,
Wozniack explained why their relationship
worked
"I was just doing something I was very
good at, and the thing that I was good at
turned out to be the thing that was going to
change the world...Steve was much more
further-thinking. When I designed good things,
sometimes he'd say, "We can sell this." And
we did.
He was thinking about how you build a
company, maybe even then he was thinking:
"How do you change the world?”

17. Why it worked -
They both were passionate
about computers and innovation
and recognised their individual
contribution to the partnership

18. Google
… founded in 1998
Larry Page and Sergey Brin
met at Stanford University
when Brin was giving a tour
for doctoral students.
In that initial meeting they
managed to argue their way
around campus

19. Why it worked -
They both had a passion for
technology and that initial meeting
resulted in them collaborating on
a research project together “The
Anatomy of a Large-Scale
Hypertextual Web Search
Engine,” which became the basis
for Google.
Their interest in data mining
enabled them to develop a similar
vision for their company.

20. Six key aspects
of success
Interest and passion
Recognition and respect
Trust and equality

21. Shared interest
and passion
- the basis for collaboration and innovation

22. Recognition and
respect
- the basis for successful collaboration & delivery

23. - shared trust .… earned through equal knowledge levels,
experience, or friendships …. over time
Trust and Equality

24. Partners in
International Communications

25. “Our goal is to be valued
as essential partners by
those who value smart
communication solutions
that achieve success.”
David Ogilvy

26. Partners in
International Communications
Donna Zurcher
Instinctif Partners