How do you kick off your global marketing campaigns?

This is the way things usually start.  International campaigns most commonly originate in the home market where the lead agency and central team are based. The first stage of the process is a melting pot of creative thinking. There’s a focus on the big idea and on campaign strategy from a group of talented creatives – all of whom have knowledge of the product, and personal experience of the home culture.

Marketers love to deliver brilliant creative campaigns, and set the strategy in motion, but what happens when the time comes to deliver the strategy globally?

This next step is the first place where things can start to go awry, when the role of implementing the strategy gets tossed over the fence to local markets. They may well be equally talented, but because they’re working on the project at arm’s length, your grip over the campaign starts to weaken…

6 fixable reasons why global marketing campaigns go pear-shaped