Start with the communications decision
A single-country launch may need one strong local team. A multi-market reputation, executive or issue programme needs a central position, evidence base and approval route.
Test local media depth
Ask who will lead each market, which sectors and languages they know and how they develop editorial angles. A network logo does not prove that the named account team has current relationships.
Map coordination work
Separate agencies give the client more direct control but also more briefing, review and reporting. A global lead should show how central facts, local judgement and escalation fit together.
Separate earned and paid activity
Editorial coverage remains an independent decision. Sponsored content, creators, events and media spend need distinct budgets, approvals and disclosure.
Compare accountability and cost
Review senior time, local partner fees, translation, monitoring, travel and urgent work. Define one owner for message accuracy and one decision process for market exceptions.
How ICON IMAGE supports the model
ICON IMAGE can provide the central strategy and coordination layer, engaging credible local specialists where the market, language and media context require them.
Editorial sources
Primary sources used to verify the factual statements and publication dates in this article.