Attilio Redivo

Media planning is still a mainly local process, but driven the need of many businesses to communicate their brands in a number of different markets and in a coordinated and coherent way, there is a growing pressure to develop international processes. This is a phase of rapid development in terms of organizations operating on the market, in both supply and demand, and also in terms of processes. The major communication groups – by their widespread presence and shared working methods – already offer a homogeneous service worldwide to advertising users who want to communicate globally. The ap- proaches they adopt, however, are still developed locally in relatively independent ways. The means of communication – both publishers and agencies – are becoming structured in this way, even if they appear to lagging, impeded by regulatory, economic and linguistic barriers. Today, it is still dif- ficult to plan internationally and there are numerous obstacles, but the results achieved in the successful cases are particularly rewarding.