Balancing global and local campaign development

When global brands develop a new campaign, whether at a brand or product level, there is always a decision to be made whether the campaign is essentially global, regional or local.

Unfortunately, this is an over-simplification of a much broader decision-making process. There are many factors affecting the approach brands take to building communication campaigns across borders. In addition, the development process they use differs, depending on whether the campaign is created globally or locally.

Firstly, we will explore the opportunities and challenges for brands with global and local campaigns. Secondly, we will outline the key factors to consider when deciding how global, or how local, a campaign should be. Thirdly, we will review the customer journey, considering the degree of localization required for communication effectiveness, and which assets are more likely to be global or local. Finally, we will provide an outline process for global and local campaign development.