"If I'm short of any articles on my website, then I get someone in India to write me a couple."

As a writer and PR professional, the above comment in a meeting shook me a little. But it really shows where the world is going and where some of the challenges exist for global communicators.

I earn a living by helping Danish companies to communicate in English, my native language. I tell myself that I'm competing with other Danish bureaus that can't write or communicate in English so well. But as the quote shows, that's not really the case. I'm now competing with the world and especially with former British colonies where 'proper' English is still taught.

The argument against outsourcing texts is of course that client contact is all important and you can only develop a good text with the active participation of the client. And you can argue that with modern technology briefing a writer in India is no different from briefing one in London or Stockholm - or Copenhagen.

As communications professionals we need to make sure that the client sees the value in what we do - but there may be areas where we can benefit from outsourcing.

No doubt there is a retired journalist somewhere in Bangalore who can copy edit faster than I can - giving me time to spend on other tasks.

Back on the chain gang

I could have been famous.
I started a blog in 2001 on the encouragement of the exasperatingly active Jeneane Sessum who I blogged with on GonzoEngaged, the first team website on blogspot. But I couldn't stick to it because I didn't feel I had anything to say. At the time I was working for the Danish brewer Carlsberg and the conflict between work responsibilities and private comments was difficult to square. Now, I 'm trying again and this time there are no conflicts - I am my company!

TraceWorks makes marketing management a science

A DKK30 million investment will help the Danish company develop software to meet the growing need for marketing return on investment

Copenhagen, Denmark (May 10, 2007) –TraceWorks, a Danish company specialising in marketing management software for advertisers, is expanding globally thanks to a DKK30 million (€4 million) investment.

The funding from Nordic Venture Partners will enable the company’s can-do marketing software Headlight™ to challenge existing players such DoubleClick, TradeDoubler, 24/7 Real Media, Mediaplex, Unica and Aprimo.

Nordic Venture Partners is a venture capital firm with a portfolio of investments in the Information and Communications Technology sector. TraceWorks was ‘spotted’ for development by Morten Lund of LundKenner who is internationally respected for his ability to spot young business talents and up and coming tech companies such as Skype, Zyb, Zecco, and Maxthon.