In an interview at Cannes Festival of Creativity this year, Sir John Hegarty responded to the question about the state of creativity in the ad industry. He raised the concern about the effectiveness of “global advertising”.
…If you believe that a brand is about becoming a part of the cultural landscape, then increasingly we are seeing advertising failing to do that…around the world. So something has to change….
To be clear, what we are questioning here, is “global execution”.
The fact is, the assumption that one brand means the same thing in all cultures is no longer relevant. Many people argue that social platforms like Twitter, Facebook, and LinkedIn make brands more globally visible than before. But it is exactly because of the transparency of the medium that the differences become even more profound.
So are global ideas achievable? Does it make business sense? Is there a formula to take an idea global?
Don’t mix up global ideas with global executions
The conventional definition of global advertising could be like this: creating a simple yet meaningful message; enforcing creative consistency; making sure the global position doesn’t get lost in translation. Different brands will then apply different degree of customisation, depending on the open-mindness and the corporate culture of the brand.
But it was then.
Today, this “cookie cutting” style of creating a global campaign though still exists, it has evolved tremendously and has come a long way. This has much to do with the more sophisticated understanding of what global advertising means among major global marketers. It also has to do with the fact that the world has grown more interconnected and best practices have emerged in geographic customization. Local executions can be developed much quicker nowadays. Many global clients have embraced localized marketing platforms that allow local creatives to extensively tailor marketing efforts while selectively and strategically embracing global tactics.
In some markets it also could be a clever curation of global message and local activation campaigns, in order to achieve the perfect balance.
So, it is true that there is no such thing as universal “global executions”, but there is still a strong case for “global thinking”, “global creative platform”, “global brand proposition”, whatever you choose to call it.
By chance or by design, a global idea is a perfect balance in logic and magic. (The “Epic Split” by Volvo Truck)
Brands are now created with a global mindset
To be successful these days, no matter what category you are in, when conceiving and developing a new product or service, international strategy needs to be considered. It is even more so for technology brands that has to go global at an early stage of its roll out, in order to gain traction and scale. Therefore, from the product proposition, brand naming and identity down to the marketing touchpoints, the dynamics of global need to be considered. You need to think from the outside in, and consider the broader picture from day one.
Some brands were even only being made possible with a global “problem” as a starting point. Think Airbnb’s “sharing economy” among the “borderless tribes”; and Opower uses a combination of data and clever psychology to cut across geographic boundaries. Their success was not based on just insights drawn from a single region in silo, but from a global perspective.
“Advertising” then naturally needs to be global. Not in terms of execution, but developing a universal baseline of promise that will allow local executions and expressions to flourish.
Often, a global idea starts with a global insight (The inspiration behind the Airbnb “Belong everywhere” brand message.)
Don’t confuse consistency with standardization
With trends moving toward social media and digital placements, consistency of message and brand execution become even greater challenges. I have explained it in previous blogs on this topic so I am not repeating too much here.
The bottom line is, truly local executions take the global platform a step further, not a step back.
Consistency is to unearth the human truth, not just the product truth (The “Real Beauty Sketches” by Dove)
The fame factor
There are other strong reasons for developing global campaign. Costs and efficiency may seem to be the obvious drivers, but increasingly, there are more instrumental reasons for having a strong global presence.
Sir john Hegarty often talks about the power of legacy media, in particularly TV commercials, to create what he describes as the “fame” effect, in his book “Hegarty on Creativity: There are no rules” he talked about the power of fame:
…Great creativity has a life beyond the confines of the audience it was originally conceived for. It becomes iconic, instantly recognizable and powerfully influential. In reaching this status it becomes the benchmark for everything else that follows, rewriting the way the world looks at things…
I can argue that it’s exactly what a truly global platform could achieve. There are compelling reasons to create a big wave of consistent messaging and brand experience across markets. You cannot achieve real “fame” in any category without having an ambition to go beyond local or regional impact.
A message to the creatives
So creative folks, no matter if you are striving to develop a global creative platform, or taking the challenge of transforming a global idea for the local markets, I like to leave you with a few encouraging tips:
To those who are coming up with a global platform:
- Don’t think that a global idea has to be dumbed down with the lowest common denominator in order to be applied globally, cause it is not.
- Consider the “human truth”, not just “product truth”, cause that is what gives the ideas wings.
- Taking the time to understand the regional marketplaces that make up the global market takes insights, patience, determination, curiosity, and utmost professionalism.
- Co-create with your local counterparts and involve them at an earlier stage.
To those who have the opportunity to take an idea global:
- A successful creative adaptation and implementation of a brilliant campaign for a local market takes equal effort as in coming up with a standalone original concept. You are not offering an after-thought.
- Be open-minded, and ditch the conventional definition of “consistency”. Develop local executions that build on the global creative platform.
- Don’t just do it, ask “why”.
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