Global brands ‘struggling’ with temptation to control local marketing from global HQ
Global brands are constantly battling the temptation to control local country marketing from their global headquarters with Audi among them, the car manufacturer’s Korea marketing chief has admitted.
Jorg Dietzel revealed that Audi’s German bosses are contemplating taking its marketing in-house, a strategy many brands have already adopted as they seek to present a consistent message across the world.
He also admitted to changing his views on the subject after previously questioning the belief that certain markets had their own nuances.
“It’s funny because a long time ago I built a network of agencies for Audi out of London so I was in the centre position and I was always getting upset about markets that were doing others things, that were ‘not invented here’,” Doetzel said.
I never get global work. What does consistency matter if we are separated geographically.
A master brand is fine, but work should reflect the market it is being shown in.
From a researcher’s point of view, it’s been a local expression of a global positioning / strategy that has worked best. And I don’t mean taking a global ad and putting an Australian voice over on it, I mean taking the global strategy and developing a local idea. But that just costs more to do…
Jorg was one of the highlights at the ADMA Forum.
He has a kick ass job.