Intercontinental — cross-border B2B marketing across 7 markets, around the clock.
Run a single, governed brand across Europe, North America and APAC without losing the local nuance that closes industrial deals. Native operators per market, unified KV and messaging system, and a follow-the-sun real-time marketing rota that keeps community management, paid media and PR active 24/7.
Operating model for cross-border industrial B2B.
The hard part of intercontinental B2B is not translation — it is governance. We separate the brand system (one global owner) from the channel execution (per-market operators) and connect them through a weekly cadence.
Why AW for cross-border industrial brands.
We have built the operating model on industrial accounts that ship to 30+ countries. We know what breaks first when you try to scale (governance, then attribution, then creative supply) and we know how to instrument it.
Native operators
Per-market leads with mother-tongue fluency and lived industry context — not centralised account managers translating briefs.
Brand governance
One global brand owner inside AW, with veto power and a documented playbook. Avoids the 12-brand drift problem.
Follow-the-sun cover
Issues, opportunities and creative requests do not wait 10 hours for response. RTM rota is staffed across time zones.