Making ideas travel
Helping clients build brands across markets implies working to three straightforward principles:
Big ideas travel better
Successful international marketing relies on big ideas to cross borders most effectively. For this, you need an experienced lead team, backed by a network committed to being a real business partner.
Interpretation not translation
Straight adaptation often misses the point, and unless the concept is properly trans-created, it will not travel.
Intelligent interpretation, with an ear and an eye for local divergence and flexibility, is the passport to effective communication. This implies a strong local agency in each of your markets.
Owners make careful drivers
Traditional holding company networks find it tough to motivate individual agencies executing global campaigns locally. But when the people looking after your business have equity in their agency, and the agency has equity in its international network, they are doubly motivated to ensure your needs are looked after and your goals met.