• KnowHow

Some 2000 years ago, the Romans were busy expanding their empire from Mesopotamia to Britannia. Their rule was as long as it was far reaching, but in the end over extension was to be the downfall of the Republic.

However, had they been blessed with the tools of today's B2B brands who knows, we might all be sat here in togas. For the modern business, the world is a much smaller place. As innovation continues apace so our ability to reach out to people in the remotest corners of the earth increases. Travel time is shorter, communication more immediate and the cost of importing and exporting goods and services ever cheaper. Hail the emergence of the global B2B brand and the international marketing agency.

The global B2B company is a not new phenomena, it's simply more commonplace. Technology, the strength of the world's economy and the relaxation of trade laws have enabled major businesses to expand quickly. Theses days, if you want a presence in a new territory you don't have to wage war. A swift, painless brand acquisition exercise is all it takes, a trend we're experiencing first hand here at IAS b2b Marketing. We've just completed a corporate brand development and product brand portfolio rationalization for leading hand-tool manufacturer SNA Europe.

The challenges that globalisation presents are unique to B2B. And whether you're an established worldwide business, or expanding into new markets, they remain the same - building a universal presence through local relevance. The Romans mastered it by interweaving new ideas with the best of local resources and culture and the most successful B2B brands will emulate them. As a Scot who's spent the last five years trying to grasp the native English, I can tell you we're adopting the same philosophy here at IAS. Because now, more than ever before, B2B requires a global outlook. That's why as the founder and lead UK agency of the worldwide Business Branding Network (BBN), we're perfectly placed to advance your brand on all fronts.

In the realm of international marketing, the BBN network is unique. Our 26 member agencies retain their independence, free from the constraints of ownership control. We work together because we choose to, putting the right people in the right place to help your brand break new frontiers. And we share a well-defined 'modus operandi' for delivering it consistently and effectively across borders. As your lead agency, IAS will spearhead management of your international account while our BBN sister agencies are mobilised to provide local expertise wherever you need it. This structure gives you central control with international accessibility to a shared pool of B2B talent - a legion of 1500 B2B champions across all marketing disciplines.

Taking your brand to a global audience is a major undertaking, one that requires a clear strategy. So a logical, pre-defined approach is essential. Over the last 20 years, we've crafted models and processes proven to deliver results for some of the world's most successful business brands. Brand Asset Management (BAM) is a systematic process shared across the BBN network, that asks six, straightforward questions about your brand and provides the tools to answer them. It helps us to develop a global brand strategy and contact strategy that is driven by your business objectives - with the aim to positively contribute to your performance. We also provide the tactical capabilities across every channel to implement your strategy effectively.

Our internationally proven and systematic approach enables us to plan a successful campaign for your business. But to bear your brand across borders, it requires true cross-cultural creativity. Our very own creative gladiator, Reuben Webb, has chaired the International Creative Forum for the last five years. His ongoing quest for originality in the B2B arena has seen him search for the universal human truths - the truths that unite us in our thinking irrespective of nationality, culture or geographic location. Armed with these, IAS creates high-profile creative campaigns without frontiers to capture the hearts and minds of your most valuable stakeholders. And we blend all the latest promotional methods as part of a fully integrated media mix to generate results and place your brand in a territory all of its own.