We’ll explain you the reason that Advertisers shift focus to Continental Europe. Europe’s most valuable stock market has shifted from London to Paris, according to a report from the Organization for Economic Co-operation and Development. While the UK’s economy has been lagging behind other G7 nations, internal issues such as politics, inflation, and post-Brexit reverberations have cast doubt on its continued economic influence. Although the UK remains Europe’s top ad market, other European cities such as Paris and Amsterdam are growing rapidly. As more international brands turn to European agencies, the balance of power in global marketing is shifting.
Why Advertisers Move to Mainland Europe?
International brands are increasingly turning to agencies in Europe. Therefore, there is evidence that the balance of power may be shifting in global marketing.
Since 2021, Samsung’s global flagship campaigns have been created by Wieden+Kennedy Amsterdam.
Meanwhile, BETC Paris has been working with language education platform Duolingo.
With the pandemic curtailing global travel and certain markets being more closed off than ever, brands are broadening their geographic scope and seeking partners that understand their challenges. Having a truly global understanding inside an agency is crucial to achieving global resonance and growth.
Negative views of the UK’s domestic policies are causing a struggle in recruiting and retaining talent. The country’s political turmoil is also contributing to the problem. The impact of Brexit is another factor that is leading to a struggle in attracting and retaining professionals. Additionally, the cost-of-living crisis is making the UK less attractive as a destination for international professionals. All of these issues are creating challenges for companies operating in the UK.
BETC Paris and W+K Amsterdam have multicultural teams that can think beyond their respective markets. Because of that, they are essential to brands trying to achieve global resonance and growth.
As brands increasingly look to the continent for creative expertise, it is important for established geographical strongholds to keep up with the pace of the industry.
German and French markets are set to grow, while western Europe will see a boost. Brands are looking to be closer to clients’ needs, not just to be the biggest. With the rise in trust from bigger clients, there is evidence that the balance of power could be shifting in global marketing.