Tim Eldridge has been helping companies sell to expatriates for more than 25 years. Since he started, the industry has gone through significant changes – and not all of them are positive.
One of the major dangers for Tim is the loss of industry experience due to centralization. “The current trend to centralise media buying through a single agency is often driven by procurement to gain short term cost benefits”, says Tim. “In many cases, this means specialist business units are forced to end long-term relationships with market specialists to conform to group policies.”