Thinking Juice on global agencies’ reaction to Brexit news
Most of us have considered the personal impact of the EU referendum outcome by now, like mortgage rates, pensions and the future of free-movement. Some will have also started to consider what the impact on friends, family or colleagues in the rest of Europe and indeed, the world, could be.
Global agencies have expressed shock at the UK's 'Brexit'.
As the UK office for a global agency network called AMIN Worldwide, advertising agency Thinking Juice started a conversation with its global partners. Like the EU itself, AMIN was created in order to unite communities, encourage a sharing culture and facilitate unprecedented reach.
While Brexit may not have the same scale of impact on other European countries as it will in Britain itself, these agency counterparts reacted with a united opinion that the vote to remove Britain’s nation from the EU is alarming.
“I hope Europe will be able to avoid the domino effect,” said João Goulão of Cupido in Portugal.
The actual desire for the exit was also questioned as Google recorded more searches about the consequences of leaving the EU following the result, than in the weeks prior. As such, skepticism was shared about whether or not a democratic vote was in the best interest of Britain as a whole.
Soren Grinsted of Public in Denmark, said: “I wondered if a democracy – meaning majority – was right in this instance. The challenge we have ahead requires a stronger Europe, not a weaker one.”
Arguing that Europe did a terrible job in telling “real stories that inspired”, Hans van Eemeren from Mosquito in Belgium worried that may well have swayed the final result.
Bengt Thorn of Thorn Creative in Sweden was the first to declare his aspiration for a united future regardless: “I am an advocate of democracy and equal value but I'm also a big proponent of the EU as it allows us to implement and develop our businesses successfully across the European borders.”
Agencies were completely aligned in their thinking that there were no boundaries to what could be achieved if we [Europe] continued to stand together, united.
“Whether it’s in relation to our environment, economics or immigration,” said Hans Vaneemeren of Mosquito in Belgium.
It seems that belonging to a global body that continues to support European and global cooperation has been a source of comfort and encouragement.
“We will look forward to maintaining our excellent relationships with our British friends,” said Bengt Thorn, Thorn Creative in Sweden.
Across the water, American agencies seem far enough away from the shock wave to see the wood from the trees. Does all change deliver opportunity?
Linda Passante of Halo in New York shared her experience: “History has proven that the savviest of companies who were not reactionary and used economic lulls to their advantage have seen longer term growth benefits.”
Doug Barton of Trone Brand Energy in North Carolina went on to say that organisations with a culture of long-term investment who are willing to listen to their marketing leaders are the ones that may be able to create opportunities. In contrast he argued that CMOs that continue to be driven by a “short term ROI mentality in marketing strategy” will lose out.
Despite a vote to determine future legislation in an attempt to “centralise control” in Britain in the future, an overwhelming desire to collaborate remains intact among agencies across the rest of the EU. With it, it’s hoped that business will benefit too.
Beau Higgins of Wordsmith Advertising in Turkey said: “Our commitment to remain connected and cooperate can only enhance our clients’ competitiveness around the globe. It’s going to become more timely and more relevant.”
Based on our conversations with European and American agency marketers, the UK’s decision to leave the European Union has created shockwaves around the world. While there is growing concern for the challenges ahead, hope remains for a united future.
Fleurie Forbes-Martin is business communications manager at Thinking Juice