Financial Dynamics, one of the last large financial agencies to
rely on gentlemen’s agreements with overseas ’partners’, has decided to
link up with an established international network.
Let’s face it, the writing was on the wall. In the last couple of years,
Europe has jumped on the privatisation bandwagon, boosting the demand
for international financial PR expertise.
Brunswick already has a presence in the US and South Africa and Citigate
Dewe Rogerson has extended its empire to encompass wholly-owned offices
in the US, South Africa, Asia-Pacific and Europe. For UK agencies
seeking international business, formal client service arrangements have
become a necessity.
International clients require truly integrated representation, and while
informal agreements allow for flexibility in terms of tailoring a
response to clients’ needs, they all too often fail to provide a
cast-iron guarantee of quality and seamless service.
Financial Dynamics’ move represents a significant victory for the formal
network over informal, ad hoc arrangements.