Category Archive: Global Campaign Implementation

Sound Branding: How music can act as the glue to strike a cord with consumers globally

When it comes to building a global campaign, most people will naturally think of visual and copy content – expressing the universal truth with locally relevant images and articulating the global messages with… Continue reading

Not all videos are created equal (and definitely not all in the same country)

The increasing popularity of using pictures and video to share on social media is driving a huge trend for using moving images to tell the brand story. Speaking at an event in June… Continue reading

Coca-Cola’s One Brand Strategy. A Balance Between Logic and Magic.

Coca-Cola recently announced their “One Brand” strategy. A series of changes affecting the advertising campaigns for the portfolio of brands, and the detail packaging design alignments were announced. This shift from brand-specific advertising… Continue reading

Encouraging local creativity: You can’t tell creative people to be creative, but you can let them.

It’s Chinese New Year on February 19. The Spring Festival is regarded as the most vibrant gift giving and shopping season in China, and therefore one of the major push for many leading… Continue reading

How do global brands adapt the advertising for the local market? Start with the product.

When developing a global campaign for a local market, the first thing many people might consider is how do we maintain the global idea and adapt it in a creative way so that… Continue reading

Unleashing the global creative potential within us all

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… Continue reading

A great global idea can come from anywhere

I often say that a great idea does not have language barriers. Because deep down there is a universal truth that can always be translated in any culture. I also often advocate that… Continue reading

The age of customization: You don’t own the idea. The consumers do.

You can tell a lot about a person by the apps on the front screen of their phones. For Apple, you can tell a lot about a person by the front cover of… Continue reading

Is your brand ‘world-ready’?

Technology brands are not often good in coming up with their product names. They also tend to focus more on building the best products and put much more emphasis in communicating what the… Continue reading

Great idea is an idea well-shared

Great global ideas do not come about easily. There is always the challenge when an idea works really well in one market, but does not resonate with the consumers in another. There is… Continue reading