Global vs. Local Marketing

The Global vs. Local Marketing event will explore what it takes to build and execute successful global marketing campaigns, using local campaigns as a natural point of comparison. The discussion will focus on the strategic elements that drive effectiveness at scale, including how brands navigate cultural nuances, market-specific behaviors, and cross-market alignment while maintaining a cohesive global message.

Christine McKnight, Associate Director, Advanced Analytics at Kenvue, will share perspectives on what differentiates strong global campaigns, highlighting key considerations when balancing consistency with local relevance. The conversation is designed to spark ideas and dialogue, and the content can be further refined based on speaker input.

To encourage participation, we plan to incorporate breakout discussions where attendees will work together to create a quick mock global or local campaign concept and then pitch their ideas back to the larger group.