How to Build an International Marketing Agency?

What changes has Business Factory got through in the past 15 years?

Initially, we were a group of enthusiasts handling individual services, mainly Facebook ads, with little to no integration. Everyone did everything manually –⁠⁠⁠⁠⁠ from strategy to production.

Today, we’re a team of around 90 people managing the entire campaign process. We have strategists, creatives, and other specialists, which allows us to tackle more complex projects locally and internationally. Modern technologies and automation have shifted our focus to the most crucial aspects of our work –⁠⁠⁠⁠⁠ strategy, and brand building for our clients.

What role have technologies played in the early days and today?

In 2012, we developed an internal tool called ROI Hunter to improve return on investment in online marketing. This was a big challenge. There weren’t as many marketing tools as they are now, so we had to innovate ourselves. It was challenging, but it was also advantageous. Over time, ROI Hunter evolved into a standalone product clients use worldwide.

Today, with AI and a wide range of tools at our disposal, the possibilities are almost limitless. These advancements have allowed us to focus more on the creative and strategic aspects of our work.

What was the journey of expanding into new markets like?

In 2015, we expanded from Brno to Prague. While it wasn’t an international move, it was a significant step for us to be closer to our clients. A year later, we entered the Polish market, working with major players like Allegro, the largest e-commerce platform in Poland. It is our long-term client with whom we still collaborate today. In 2018, we ventured into Dubai, opening doors to the Middle Eastern market.

Expansion wasn’t always easy. Every market was unique, with differences in culture and client expectations. But these challenges pushed us forward, and we continue to thrive in these regions.

What has been the biggest challenge in recent years?

Without a doubt, the COVID-19 pandemic in 2020. We had to quickly switch to remote work, which wasn’t straightforward then. Our clients were dealing with their challenges, which impacted us as well. It was a period of uncertainty, but it taught us to be more flexible and adapt quickly –⁠⁠⁠⁠⁠ a crucial skill in the agency business.

The world is changing rapidly, and those who can’t keep up might not survive for long. Every year presents new challenges, but that’s what keeps us sharp.

What impact has artificial intelligence had on your work? 

When I think back to the early days, everything was done manually, which was incredibly time-consuming. However, it taught us how algorithms and ad systems fundamentally operate. Today, various AI platforms assist us and are an integral part of everyone's work at Business Factory.They enable us to explore new possibilities and, in most cases, save valuable time. But they remain just tools –⁠⁠⁠⁠⁠ the essential ideas, which are critical for successful marketing, still primarily come from people.

Have you had any particularly unusual ones over the past 15 years?

Over the years, we've worked with more than 1,000 clients, handling diverse projects. One of the most fascinating and unique clients was a diamond factory in Egypt, which we even visited in person. Our task was to launch a diamond e-shop targeting customers primarily in Saudi Arabia. It was a success, and the client is now one of the leading companies in the region for this sector. It was both a significant challenge and an enriching experience.  

Another standout project worth mentioning is an AR filter we created for our current president. You can still find it on his Instagram profile today.

What about the future?

I hope the Business Factory will thrive for at least 15, 30, or 45 years. We aim to remain a reliable partner for our clients, stay ahead of the curve, and consistently bring fresh ideas and innovations. Our goal is to provide solutions that help our partners grow. At the same time, we want to keep strengthening our creative side and expanding the use of AI, not just in the creative process but across the entire company. This is where we see the future heading and the direction in which the whole marketing industry is moving.  

And, of course, we want to continue being a great place where talented people can work and grow with the company.