Guide From The Centre , Execute Locally
Some of the best global advertising we see has centrally defined ‘ foundations ’ with local execution . Giving the local team a framework to work within allows them to develop a brief which considers the brand ’ s status in that country . This is the biggest factor affecting whether or not an ad can cross borders successfully . It also means that local specifics around receptivity to advertising and any ‘ red flags ’ around cultural sensitivities can be addressed .
Some marketers might argue that this approach is too time consuming and too costly , but if the foundations are strong , they ’ ll only need to be revisited every few years . And , following the global lead doesn ’ t have to add time to the development process .
Start With An Insight
It might sound obvious , but the most successful global advertising starts with an insight . To be enduring and truly global , the insight has to be based on a fundamental human truth , not on an observation around a current fad or even a trend . And it doesn ’ t need to involve the brand .
The AdAge campaign of the century , Dove ’ s ‘ Campaign for Real Beauty ’ has been running since 2004 . Every single ad was based on the insight that emerged from a three year research programme : few women considered themselves beautiful or that they were responsible for influencing their own definition of beauty . That insight has been the start of many creative executions over the years , with different local challenges , but it has proven to be very enduring yet flexible .
Define The Purpose
The best campaigns don ’ t go straight from insight to execution . They identify the brand ’ s purpose , which is found at the intersection of the insight , the brand ’ s functional strengths and its emotional strengths .
Brand purpose is much harder for other brands to copy than product attributes , and provided the insight is a fundamental truth , it can be global and flexible when the product changes . Always ’ ‘ Like a girl ’ campaign has been so successful in part because its creative doesn ’ t deal
with product attributes but focusses on the longstanding purpose of supporting girls as they transition from puberty to young women .
Develop A Creative Platform
The term may no longer be in vogue , but when brands operate in more countries , in more channels and in a more agile way than ever before , it makes sense for all communications to be based on a ‘ big idea ’.
This means that the creative team have a framework within which they can work and a point of reference when it comes to how the brand talks to people . It gives teams a head start each time they ’ re called upon to produce new creative , and it means they can work pretty much in real time .
Oreo ’ s famous ‘ dunk in the dark ’ tweet from the 2013 Super Bowl blackout was widely regarded to be genius , but was also a great example of planned spontaneity : an almost immediate response to the lights going out that was totally ‘ on brand ’ and ‘ on market ’. Benefit for consumers ? They have consistent and easily recognisable interactions with the brand , wherever they happen to be in the world .
While some people think that a consistent campaign idea is an outdated concept or a creative straight jacket , there are many brands that have found ways of expressing a consistent idea . Red Bull continuously develops new ways of executing against ‘ gives you wings ’.
Execute In Market
If two or more markets have similar stages of category development , similar brand status and receptivity to advertising and there are no cultural ’ red flags ’ in the script , then the chances are that an ad that showcases the brand ’ s purpose and is built on its creative platform will transfer successfully . Ads that use strong visual language have the best chance of succeeding . It ’ s still worth doing a quick check with consumers to ensure the ad will resonate .
Daren Poole is the Global Brand Director , Creative Development , Kantar Millward Brown . He ’ s responsible for Millward Brown ’ s Creative Development solutions , including the flagship ad evaluation and optimisation solution , Link . He ensures solutions continue to meet the needs of clients by evolving them as communications change , and also that copytesting solutions are faithful predictors of in-market effectiveness . You can engage him via mail at : Daren . Poole @ millwardbrown . com