From Berlin to Beijing: 7 Ways L’Attitude Agencies Help Brands to International Success
Inter-agency global collaboration is at the heart of the L’Attitude Network’s success. But how do the agencies within the network collaborate with clients based in other countries? With years of experience working with international clients, including a long-standing partnership with a Chinese brand, Michaela Krause, Founder and CEO of German network agency, Laika, shares the tools and strategies used by her agency and others in the L’Attitude network to build strong international client relationships.
As a global network of PR and content agencies, L’Attitude helps brands seamlessly adapt to new audiences, ensuring messages resonate across languages, regions, and industries. With our expertise in international collaboration, we turn geographic and cultural differences into strengths – helping our clients to build meaningful, lasting connections worldwide.
Here are seven strategies we use to foster seamless international collaboration, based on my work with China-based clients.
1.Leveraging tools and managing time zone
Collaborating across international borders has taught us a thing or two about navigating time zone clashes. Technology is the key to maximising overlap hours and ensuring distance doesn’t impact productivity. Expert project management and time zone scheduling tools can also help our agencies track tasks, plan deadlines, leave asynchronous updates, and book meetings.
However, some widely-used agency tools aren’t available in all international territories, meaning we will adapt to use tools that suit our clients. For example, working with Chinese clients means saying goodbye to Google applications, which “The Great Firewall” doesn’t allow. Instead, we make use of different apps that are popular and unrestricted in our clients’ base country.
2. Adapting to different working cultures
Our clients from different countries and continents operate across vastly different communication styles, hierarchies, and decision-making practices. While Germany debates a four-day working week, China’s often demanding 9-9-6 schedule (9 am to 9 pm, six days per week) requires the need for flexibility and alignment with our client’s expectations – even if they may be different to our own work-life balance.
By maintaining clear communication, setting mutually beneficial expectations, and respecting each client’s operational norms and preferences, we quickly adapt without compromising our own culture.
3. Breaking down language barriers
The Laika crew is incredibly talented, with command of over ten languages between us – German, English, Spanish, French, Dutch, Flemish, Ukrainian, Arabic, Russian, Polish and Italian. But we know that translation goes beyond words. Nuance, tone, and intent matter.
While AI tools go a long way towards helping us break the language barrier, we work alongside skilled human translators to ensure nothing is lost in translation. Whether it’s refining press releases for international audiences or aligning marketing campaign messaging with cultural sensitivities, we bridge the language gap with precision and clarity.
4. Understanding priorities
We know that different markets measure success in different ways. For example, our Chinese clients prioritise quantifiable KPIs, such as media coverage volume and ad value, whereas European brands often focus on brand perception and long-term positioning. That’s why we look to strike the balance between numbers and less quantifiable metrics to ensure the broader strategic value of our work is never overlooked.
5. Balancing Risk
Different regions approach risk in different ways. For example, Laika’s team in Germany is used to working on a long-term planning basis, whereas our Chinese partners prefer making decisions on shorter notice. By understanding cultural attitudes towards uncertainty (as explained by Dutch social psychologist, Geert Hofstede’s Uncertainty Avoidance Index), we tailor the approach to suit the client. According to the index, Germany scores extremely high, reflecting a strong cultural preference for clear rules and structured conditions. In contrast, China scores much lower, reflecting a cultural ease with ambiguity, greater adaptability, and a natural entrepreneurial spirit.
While this difference in approach and social inclination can be refreshing, it also requires a balancing act. We tailor our approach to offer structured planning when needed, while remaining agile for last-minute opportunities which create additional value. By using our agencies’ expertise to ensure funds are invested in the right areas and ultimately, less risky for our clients.
6. Strengthening relationships and harmony
Cultural differences shape how clients approach collaboration and conflict. Again, according to Hofstede, China’s collectivist culture puts group harmony first, while Germany’s individualist culture values a more direct approach.
We understand these key cultural differences and can adapt our communication style, ensuring all interactions are rooted in trust and understanding to build strong, harmonious long-term international relationships.
7. Localising PR and media strategies
Media operates very differently across regions, and failing to adjust to local expectations can lead to misalignment, missed opportunities, or even reputational risks. For example, the German media often scrutinises government actions and societal issues openly, prioritising accountability and transparency. Whereas in China, the media operates under a centralised system, meaning that press materials must be carefully curated and aligned with government-approved narratives that promote social harmony and national interests. Laika and its L’Attitude network counterpart agencies around the world ensure that clients don’t just transfer their PR strategy from one market to another. We help them completely adapt their messaging to suit the expectations of local media, ensuring their brand’s reputation is protected and enhanced.
The wealth of expertise on offer at Laika and our partner L’Attitude agencies goes well beyond executing campaigns. We ensure our clients thrive in a range of markets by bridging cultural, linguistic, and operational differences. For the team at Laika, working with Chinese clients initially felt like stepping into the unknown. While we don’t profess to be Chinese business culture experts, we’ve learnt to deliver a more agile, efficient, and valuable service overall. Our ability to collaborate and connect with clients across the world not only broadens our perspectives but also enhances the value we deliver to every client. Ultimately, respect, flexibility, and an uncompromised willingness to learn are behind every successful international campaign.
If you’re ready to explore how an international PR strategy could take your brand global, get in touch. Our bases in Europe, North and South America, the Middle East, APAC and Africa mean whatever audience you’re trying to reach, we’ve got the local expertise on hand to speak their language and achieve powerful outcomes for your brand.