The dance of applying strategic and creative expertise to local campaigns varies in complexity depending on the level of centralized control at the global level. - wachtel_talia
When a commercial for a fragrance plays on Instagram, there are layers of work that went into creating that exact ad experience.
Friction increases when global teams have specific requirements that they expect local markets to adopt which may be incongruent with local best practices. Even more concerning, there are plenty of cases where imagery might not translate, either through language or culturally. Some countries are more conservative than others.
Not surprisingly, the global creative teams can become resistant to critical feedback from local teams who may perceive these assets to be less appealing to their target audience.For example, creative data can show that a specific market does not react well to the audio provided, helping to inform the global team.
Global brands will often require specific strategic expression, creative approach and creative components are used.
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