Looking Ahead: A Global IPO and Other Priorities
As of early 2011, all advertising and media purchases were placed through local media service agencies located in the target markets. X headquarters staff coordinated the advertising activities for 12 countries and 15 cities, while remote teams in Australia and the United Kingdom managed their respective country’s advertising independently. The problem was Wright did not have one consolidated report outlining the global marketing expenditures. He commented: “We are great at being nimble and addressing each local market’s needs, but web can do a much better job if we integrate our adverting activities globally. We could be more cost-effective and reduce the potential risk of misalignments.”