learn how to globalize your creative concepts

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Learn How to

GLOBALIZEYour Creative Concepts

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Early in my career, when I was managing the creative development of global campaigns...










My geographical counterparts often pointed out that creative needs to be customized or localized to reflect cultural differences.

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Today, as a Global Marking Manager, I wonder if it’s truly possible to create a Global Creative Concept and apply it to all regions around the world.

I think so

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For a time I assumed that if the creative concept was headline-driven or provided simple background information, it would be easy to scale to other regions.

I now realize that this is only partially true.

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Many factors influence the development

of a creative concept - but the BIG ONE

(the determining factor) for globalizing

creative concept is...

YOUR COMPANY’S

PRODUCTS

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Let me illustrate with 3 examples

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THE CENTRALIZED MODEL

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#1:Same products worldwide; one global creative concept.

(with no or minimal regional localization)










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The best example is Apple

All products sold world wide without any differences in how they appear

Frankfurt Hong Kong Sydney










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Apple accomplishes this by:

‣Putting products front-and-center

‣ Focusing on how products make life better, using universal examples

‣Minimal localization; generally just translation

CzechRepublic

USA China










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Using the CENTRALIZED MODEL, structure your organization with: ‣ A strong headquarters. Apple leads & owns the

development of creative concepts and assets for regions.

‣ A global agency. Headcount is heavy in headquarters and light in geos as the regions tend to focus on marketing executions.










THE HYBRID MODEL

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#2:Same products worldwide; one global creative concept - but with regional localization.










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The Hybrid Model is common amongst global companies. I’ll use my company as an example.

The theme for our second-generation Intel Core processor is “Visibly Smart Performance for Your Visual Life”...










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We came up with a core set of creative concepts, then localized and translated them for each marketing region.










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Using the HYBRID MODEL, structure your organization with:

‣ The headquarters leading initial creative development, then working with marketing regions to localize. *Close collaboration is essential.

‣ Geo expertise and feedback; important for localizing and reflecting cultural uniqueness. Headcount is 50/50 headquarters and geographies.










THE LOCAL MODEL

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#3:Localized products; high-level creative framework with extensive localization.










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In China, KFC customers can buy localized products, like a bowl of congee (rice porridge), as well as the Colonel’s famous fried chicken.










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Using the LOCAL MODEL, structure your organization with: ‣ Regional control of creative development; little

intervention from headquarters. Regional owns the marketing creative development and execution.

‣ Heavy regional headcount; needed to facilitate marketing of localized products.










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The global strategy of Yum! Brands Inc. (KFC’s parent) has been a success, with profits from KFC China’s 3,700 restaurants eclipsing combined earnings from Yum!’s 19,000 Taco Bell, Pizza Hut, KFC, Long John Silver and A&W restaurants in the States.*

*Bloomberg News - Link









http://www.bloomberg.com/news/2011-01-26/mcdonald-s-no-match-for-kfc-in-china-where-colonel-sanders-rules-fast-food.html

http://www.bloomberg.com/news/2011-01-26/mcdonald-s-no-match-for-kfc-in-china-where-colonel-sanders-rules-fast-food.html


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How does your company manage creative development?









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learn how to globalize your creative concepts

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