To assist Australian organisations more insightfully access international markets, leading strategic communication firm, Rowland, has launched a specialty business unit, Rowland Global Access, by drawing on a network of over 100 offices throughout the world.
In launching Rowland Global Access at a function in Brisbane for business and industry leaders, Queensland Treasurer and Minister for Trade, Tim Nicholls, congratulated Rowland on this initiative in association with its global affiliate and one of the world’s largest communication groups, FleishmanHillard.
“Rowland Global Access has been specifically established to assist Australian businesses understand and access key offshore markets and realise their true commercial potential,” he said.
“People, products, capital and information can travel across borders at unprecedented speed and in enormous quantities. Global trade and digital technology mean that every company, no matter how small, can be an international company.”
Mr Nicholls said the ethos of Rowland Global Access was very much in keeping with the Newman Government’s focus on assisting the private sector to capitalise on Queensland’s strategic position within the Asia Pacific region, its abundant natural resources and inherent entrepreneurial spirit, which has made Queensland the second largest and fastest growing export state in Australia.
“Exports are a key underpinning plank of our four-pillar economy – focusing on resources, construction, tourism and agriculture – and Queensland exports have increased 6 per cent in real terms since the LNP was elected in March 2012,” he said.
“Last financial year, overseas exports were worth more than $68 billion to the State with our diverse industries – including resources and energy, education, agriculture, professional and technical services – taking their wares to 193 countries across the globe.”
Chairman of Rowland, Geoff Rodgers, who will lead this initiative with the firm’s Managing Director, Helen Besly, said through the company’s links with FleishmanHillard – comprising over 80 group offices, 3000 staff and 20 affiliated operations – Rowland Global Access offered clients direct assistance and support in:
- Market research
- Point-of-entry marketing strategies
- Translation and interpretation
- Social and cultural sensitivities and protocols
- Regulatory frameworks and procedures
- Government and political environments
- Media analysis and media relations
- Social media/digital environment analysis and media relations
- In-country training, coaching, mentoring and facilitation
- Direct/supported representation
- All facets of corporate communication and reputation management
- Community and stakeholder engagement.
FleishmanHillard was founded in St Louis, Missouri, in 1946, progressively expanded to other parts of Mid-West and further afield throughout North America, and became part of the massive NYSE-listed Omnicom in 1996. This link propelled Fleishman’s global footprint in the key global operating regions of the Americas, Asia Pacific, Europe, Middle East and Africa.
Its parent company, Omnicom, is itself a huge marketing services conglomerate comprising in the vicinity of 200 individual businesses in advertising, media placement, interactive services, digital communication, research, branding, multi-cultural marketing, field and channel marketing, government relations, telemarketing, customer care, retail/promotional marketing and wireless/mobile marketing. Early in the new year, Omnicom will finalise its merger with the French-based global holding company, Publicis, to form a $35 billion entity.
Mr Rodgers said Australian enterprises needed to think globally if they wanted to remain relevant in the constantly changing marketplace.
“The growing offshore market potential is just too great to ignore and Australia’s corporate maturity places us on a strong footing to compete internationally. However, there are times when Australian businesses struggle in the face of these opportunities – they simply do not know where to start.”
“New entrants to international markets face similar challenges to those they face at home. They still need to understand the local operating environment and customer needs. They still need to paint a compelling strategic vision. They still need to build constructive relationships with employees, customers, business partners, governments, regulatory bodies, the media and a raft of special interest groups. And most importantly, they still need to execute ‘on the ground’,” he said.
“Achieving all these objectives in a new market, culture, language or faith can be the key to long-term sustainability, but it can also add an enormous degree of difficulty.”
Mr Rodgers said the formation of Rowland Global Access continued the work of his firm in key international markets since 1994 when the company linked with the former Rowland Worldwide, before forming an association with FleishmanHillard in 2008.
In recent years, a cross-section of some of Rowland’s offshore activity has included:
- Gaining consent and approvals for the development of the world’s fourth largest copper-gold deposit in the Philippines
- Stakeholder engagement strategies for a major nickel project in New Caledonia
- Business continuity planning for a campus in Vietnam for an Australian provider in higher education
- A dairy product recall in Vietnam
- Sustainability reporting for a coal mining operation in Indonesia
- On-the-ground market intelligence gathering and issues monitoring relating to the acquisition of major commercial properties in both the United Kingdom and United States for a major Australian funds management company
- Risk services audit and training for a mining operation in Chile
- Strategic advice in regards to legislative and governmental frameworks for an Australian infrastructure proponent in Sri Lanka
- Repositioning of a mining operation in Papua New Guinea in response to changing market conditions and operating environment
- Providing government and regulatory insights into Washington’s stance on future energy focus in the US on behalf of an Australian alternative fuels producer.