How to succeed (or fail) with a global marketing campaign
Is there a way to win over global markets using just one marketing strategy and campaign? Dave Took, head of creative development at Kantar Millward Brown, reveals the four fundamental rules of global ad transfer.
The topic of using globally produced advertising to support brands in-market can be a point of tension for all marketing teams within global brands. This is unsurprising when you consider that only 20% of strong ads that run in one country are strong when run in others.
As global research partners Millward Brown experiences this conundrum from both sides: working with global teams looking to create globally consistent copy; and with the local Australian teams keen to ensure local success.
These experiences provide a unique understanding of how to balance these competing demands and produce superior advertising. The best examples achieve this balance by focusing on four fundamental rules of global ad transfer. These rules allow for the utilisation of a globally consistent platform, creating production efficiency with enough local flexibility to resonate in each market.
Rule #1 – Start with a *universal* Insight
