DEI (diversity, equity, & inclusion)

CMO Briefs: How to Adapt Global Campaigns to Local Contexts

  • Posted: November 4, 2020

Building a brand across multiple countries is challenging. Generic messages are less likely to reach consumers across the globe today. What’s more, recent neuro studies suggest consumers in different countries process creatives differently. On another front, the business environment is unique in each market, meaning a different strategy is needed to position the brand and take on the competition.

Neglecting differences between markets can mean missed marketing and business opportunities. Consumer privacy laws differ too, adding an additional challenge. Global insights research finds that similarities between consumers and universal emotions can serve as meaningful themes for a global campaign. This recent Knowledge Center report, turned Knowledge at Hand and CMO Brief, covers best practices in localizing global messaging.  Read more. 

 

KaH: How to Adapt Global Campaigns to Local Contexts

  • Posted: November 4, 2020

Building a brand across multiple countries is challenging. Generic messages are less likely to reach consumers across the globe today. What’s more, recent neuro studies suggest consumers in different countries process creatives differently. On another front, the business environment is unique in each market, meaning a different strategy is needed to position the brand and take on the competition.

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How to Adapt Global Campaigns to Local Contexts (Summary)

How to Adapt Global Campaigns to Local Contexts (Summary)

  • The ARF
  • KNOWLEDGE AT HAND; CMO BRIEF

Building a brand across multiple countries is challenging. Generic messages are less likely to reach consumers across the globe today. What’s more, recent neuro studies suggest consumers in different countries process creatives differently. On another front, the business environment is unique in each market, meaning a different strategy is needed to position the brand and take on the competition.

Member Only Access
Building Brand Loyalty with Today’s Audience –The Pivotal Role of Representation (Event Summary)

Building Brand Loyalty with Today’s Audience –The Pivotal Role of Representation (Event Summary)

  • ARF COUNCIL EVENT

The fourth installment of the ARF Cultural Effectiveness Council’s virtual event series focused on why representation is important. This event provided insights on culture, values and identification that need to be considered in order to achieve meaningful representation of the 21st century US population in advertising. This includes communities that are often overlooked--those within the broader ethnic, LGBTQIA and disabled communities. Editor’s Note: The full summary is available to members only.

Member Only Access

NYCU: AUDIENCExSCIENCE 2020 – Keynotes & Interviews on Today’s Most Challenging Issues

  • Posted: September 17, 2020

AudienceXScience: Keynote – Collecting Data During a Global Pandemic (Monday – 9/21/20)

With the arrival of the COVID-19 pandemic, the US Census Bureau’s leadership had to think outside the box. Learn how the agency modified its work, all while maintaining operations, releasing data products and continuing to serve the data-user community during this unprecedented time.

Dr. Ron Jarmin – Deputy Director and COO, U.S. Census Bureau
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