Collaboration is key to global success

The Last Word

John Scheibel

John Scheibel
CEO, Trefoil Group
735 N. Water St., Suite 200, Milwaukee
Industry: Integrated marketing communications
Employees: 18

John Scheibel
John Scheibel

John Scheibel is CEO of Milwaukee-based Trefoil Group, a strategic marketing communications agency and member of IPREX, a worldwide network of communications agencies of which Scheibel is outgoing president. It’s collaboration that is key to breaking down global communication barriers, he says.

I was recently presented with a piece of the Berlin Wall as a thank you gift for my service as global president of IPREX. This piece of what was once a barrier between East and West Germany now serves as a symbol of breaking down barriers in global communications.

“Today, more and more companies look to do business in new markets, but don’t recognize the global market barriers that must be broken – barriers of culture, language, and varying levels of sophistication.

“We work with our partners to access experience, advice, ideation and best practices from around the world in the markets our customers look to enter.

“To serve customers, businesses of all types can maximize the core competences of others, as well as their own, by converging practices. They can also benefit from a group of eyes and ears on the market to help one another discover, learn, and master new innovations and channels that can bring the companies they serve into new markets more successfully and more affordably.

“And as companies today must demonstrate a commitment at the local level, it’s all the more important to team with partners who have feet on the ground to build a rapport locally.

“Just like the Berlin Wall was torn down, we can’t allow obstacles to limit us. In a complex global business environment, our willingness to leverage the strengths of others will be pivotal in helping companies to distill complexity and create a clear vision for their future.”

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