In a world where relationships can be created and destroyed with one click, marketers must accept that when an individual has internalised technology, it is personal to them, it is their phone, their palm or their interactive TV.

Advertising agencies can no longer have a significant dependency on or assume the acceptance of intrusive mass marketing techniques. New rules of engagement call for different approaches not only by media and market but more significantly *by country*.

In Europe and Asia social, political and therefore business structures differ from each nation state. The Internet and the mobile economy maybe the driving forces behind the global village but do not doubt how different the constituents of that village are.

For an interactive advertising agency doing business in Europe requires different approaches to delivering awareness, acquisition, retention and optimisiation of customer relationships. Each element of the mix varies in degree of relevance and priority within each country and the variety of channels of communication interactive embraces can only make creating value for clients more challenging.

To support this argument one only has to look at the design of Profero’s business in UK, Spain, France, Germany, Italy and our ambitions for Japan. Proportionally revenues are higher for media in Spain, whereas creativity is everything within the context of email and sms marketing in Italy.

Interestingly the physical social intimacy could not be more different in Italy and Japan, however social uses of email and mobile messaging are on par and any Profero business in Japan will look and feel like Milan.

Germany is driven by strategic creative media thinking and in France customer relationship marketing runs through the core of the business model.

As the parent and hub for Europe the UK is finely balanced.

This one team, but different approach, philosophy is a reaction to how interactive media empowers the individual, allowing them to control how, what and when. The future for interactive advertising is to run with this unique opportunity enabling business to engage in communications that are mutually beneficial.