Mumbai: Local Planet is embarking on the next phase of its growth in response to increasing demand from international clients and has evolved its independent media agency structure by setting up Local Planet entities in partnership with its leading media agencies around the world. This move represents the second phase of Local Planet’s strategic plan for the Network, initiated two years ago, when Local Planet launched.
Phase one of Local Planet’s plan was identifying and bringing together the best independent media agencies in the world and forming a genuine alternative network capable of pitching, winning and servicing international clients.
The move results in the formation of Local Planet agencies in every major advertising market around the world. Each Local Planet agency is owned by Local Planet International and its partner agency, and each agency will operate as a separate legal entity, handling all Local Planet’s current and future international client relationships. In addition, Local Planet’s agencies are also shareholders in Local Planet International, the global holding company for all the Local Planet agencies.
Local Planet India is a Percept – Local Planet Network JV, and offers customized, best in-class client service and local media solutions to clients across the Indian sub-continent. Local Planet India has provided clients with a level playing field in accessing international strategy, value, transparency, technology and talent. The agency has over the past 2 years leveraged on the international experience of the Board and the senior network team to create a genuine, globally competitive advantage to clients who are looking for cutting edge differential services and solutions. The unique Local Planet India model enabled the agency to offer its clients the best-in-market, tailored technology and data solutions through its local and international partnerships, rather than offering a ‘one size fits all’ approach.
Since its inception in April 2016, Local Planet has grown as a result of increased international client demand and interest in an independent media solution at scale. According to RECMA, the global media research company, independent media agencies now rank 4th in media billings handled on behalf of the world’s largest clients.
Local Planet is designed to help marketers seize global growth opportunities by leveraging local agency expertise. The network is rooted in transparency, having adopted a zero-rebate policy, as well as full disclosure of fees and margins.
Local Planet now works with 40 international clients across multiple markets, having most recently added NetJets Europe and Crabtree & Evelyn International to its international portfolio.
In two years, Local Planet’s network has expanded to 51 agencies in 68 markets worldwide, with 112 offices handling client media billings of over $14bn
Agencies include:
- Horizon Media, US – the world’s largest independent media agency
- the7stars, UK – the UK’s largest and fastest-growing independent media agency
- Goodstuff, UK – Media Week’s Media Agency of the Year 2017
- CoSpirit MediaTrack, France – OffreMedia’s Media & Data Agency of the Year 2018
- Zertem Communications Group, Spain – Spain’s largest independent media agency group
- Pilot, Germany – Leading independent media agency in Germany
- Media Italy, Italy – the largest independent media agency in Italy
- Tre Kronor, Nordics – Media Week’s Agency of the Year 2018
- The Media Shop, Singapore – Four times Marketing Magazine’s Media Agency of the Year
- Blue Focus Communications Group, China – the only Chinese marketing company in the Top 10 of the WARC 100 ranking of agencies
- Effective Media, Mexico – Mexico’s largest and fastest growing independent media agency
- Mediaxplain*, Benelux – Benelux’s highly awarded full-service media and marketing agency
- Ignis Media, Argentina – the only independent media agency in LATAM in the Top 5 within the RECMA 2017 Qualitative Evaluation Report
- Percept Media, India – India’s largest Entertainment, Media and Communications company
To support its growth, Local Planet is boosting its global leadership team with a series of key appointments, including the addition of Dr. Wayne Fletcher as Global Chief Strategy Officer. An alumnus of Naked Communications, McCannWorld Group and Aegis, Wayne will be working alongside Global CEO Martyn Rattle to advance the capabilities of the network.
In addition, Uli Kramer, Founding Partner of pilot in Germany, has expanded his responsibilities adding the role of Global Chief Digital Officer of Local Planet.
Sandra Sydow, most recently Global Business Director at PHD, joins as Global Media & Business Director and will take responsibility for Local Planet’s growing portfolio of international clients.
Local Planet has also appointed five Regional Directors: Maria Sol Terzi to lead Local Planet Latin America (LATAM), Simona Tencheva to lead Local Planet Central and Eastern Europe (CEE), Gary Tang to lead Local Planet Asia-Pacific (APAC), Rob Smuts to lead Local Planet Sub-Saharan Africa (SSA) and Bipin Pathak to lead Local Planet Middle East and North Africa (MENA).
Local Planet Global CEO Martyn Rattle commented: “We are proud to announce this new global structure. When we launched Local Planet two years ago, our vision was to create a genuine alternative to the global holding company media agency networks by offering international clients all the benefits of a global network but with the spirit, drive and focus of an entrepreneurial business, prioritising client outcomes, rather than external shareholder demands.
“This new structure ensures that our international clients can feel even more confident in the quality and consistency of service that we can provide to them across multiple markets around the world.
“Our international clients are increasingly those who feel that they have not been prioritised by the large media holding groups and who are looking for an entrepreneurial, nimble and transparent agency partner. These clients deserve the best talent working on their business, irrespective of their size.
The benefits of an independent agency has now been amplified across the world. Local Planet is now the only media agency network in the world offering independence at scale.”
Wayne Fletcher, Global Chief Strategy Officer, added: “Independent media thinking and the freedom to operate transparently for clients is a compelling offering and one we believe that all clients deserve. Many of them are aware that as an industry, we have sleepwalked into the 21st century with 20th-century business models, practices and thinking. The interest in Local Planet is because we are offering a genuinely alternative approach.”
