TRENDSETTERS: Mike Cooper, CEO of PHD Worldwide Weighs Value of the N-11 for Media Companies & Advertisers

"For smart global brands, it is pretty much taken for granted that they have a strong presence in China and India," says PHD Worldwide's CEO, Mike Cooper. "But the markets that keep them awake at night and preoccupy the lion's share of their planning time are the next wave of emerging markets, the so-called 'N11,' a term coined by investment bank Goldman Sachs for Bangladesh, Egypt, Indonesia, Iran, South Korea, Mexico, Nigeria, Pakistan, the Philippines, Turkey and Vietnam. I believe the N11 actually present far more interesting opportunities for media companies and their clients to generate the biggest returns."

Cooper believes it is imperative for media agencies to insure that the right talent is in place to network and build relationships in these countries. "These markets will fuel a huge amount of company growth in 5 to 10 years time. That’s why when we speak to prospective global clients, they always want to talk about our presence in these markets."

He adds, "In order to service a client properly, 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 clients 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."

Mike Cooper notes that another major factor contributing to success in emerging markets is having the dedication to dig beneath the data and really understand the consumer behind the numbers.

“Things are not always what they seem, as I vividly remember discovering when I worked in China. A client and I were visiting a housing estate in Beijing to learn about media habits first-hand. On the way to the houses, we walked across a wasteland littered with rubble and rats. However, when we got inside the homes we saw the families all had broadband connections and three TVs.

That experience taught me early on that it’s imperative to make the consumer three-dimensional.

Local residents are much smarter than media companies often give them credit for. They may not have all the accoutrements of a middle class lifestyle (yet) but they undoubtedly know their way around a mobile phone, car and the Premier Division. They are also as passionate about their children getting a good education as people are in developed countries. Just because they are not yet living the dream, doesn’t mean they do not aspire to do so.”