Emerging N11 markets: Where the smart media money is being spent

However, I believe the N11 actually present far more interesting opportunities for media companies and their advertising clients to generate the biggest returns.

For smart global brands, it is pretty much taken for granted that they have a strong offering in China and India, but the markets that keep them awake at night and preoccupy the lion's share of their planning time are these next wave, emerging markets. Many of our media spenders are spending a disproportionate amount of time thinking about the N11 because they know these markets will fuel a huge amount of company growth in 10 to 15 years time. That's why when we speak to prospective global clients, they always want to talk about our presence in these markets.

I'm a firm believer that, in order to service a client properly in these markets, media agencies have to be in the market themselves, as well as part of a global network. If you try and pull the wool over clients' eyes by saying that you're in Vietnam, but you actually run the operation out of Bangkok, that shows a massive lack of commitment - and you'll soon be found out. Major global brands know their way around these territories and your lack of grassroots knowledge will soon damage your relationship with the client. Agencies must be honest with clients and partners about the skills and resources they actually have on the ground.

Media agencies should spend a lot of time and thought cherry picking talent that matches the N11 location, but typically there has been a lack of investment by the industry in general on this front. We've learnt that it's essential to have a network minded person in place in an emerging market too. What I mean by this is someone who is good at keeping up with colleagues across borders, sharing information and tapping the network for extra brainpower.

Increasingly, our managers with Asian experience are finding their careers fast-tracked to the top of the ladder. Certainly, since I've been back in London over the last three years running the PHD Network, my Asian knowledge has proved an invaluable asset and I'm using contacts more and more as the markets become a larger wedge of our global revenue.

In Media's June 20 issue: Understanding the N11 consumer.

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This article was originally published in the 3 June 2010 issue of Media.