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CMO Briefs: How to Adapt Global Campaigns to Local Contexts

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

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

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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