By Tatiana-Vivienne Jouanneau

Multinational brands are an integral part of consumer culture across the globe – and because of their scale, they are also the key drivers of corporate profits. But for a marketer, with global brands comes great responsibility – particularly when establishing how ‘global’ you really want to be. It’s a fundamental question for any multi-market brand, yet something that can be fiendishly difficult to get right: to run your marketing globally, or locally?

The answer, of course, lies in the balance between local consumer relevance and global operating efficiencies. To paraphrase David Ogilvy, if it isn’t relevant, it doesn’t Read full story ›

Source: The Drum