Part of the challenges for global brands in executing global campaigns is to be able to produce local versions that capture the look and feel of a local production. I believe smart localisation goes beyond technical issues; it’s about creating strong local relevance. The multi-channel nature of today’s marketing activities also means assets have to be localised in various different native formats.

Smart centralisation:

Over the years I have developed an innovative streamlined production process:

• Build and curate a network of local A/V production studios based in every key local markets
• Evaluate global idea and provide creative and cultural consultation to inform pre-production
• Project scoping to consider all channels from traditional to digital and social
• Identify issues to be addressed for the shooting of the global version including needs of double shooting of local products
• Manage in-market VO recording to maintain truly native look and feel
• Manage all post-production and versioning process including music scoring, animated titles
• Re-edit content to comply with local regulatory requirements and different local specifications
• Centralise global fulfilment of assets including local regulatory clearances

Selected works:

Some of the campaign adaptations that I have led:

Huggies

Amstel TVC (Russia)

EX SPORE (Italy, Spain, Germany, France)

Client’s feedbacks:

I have always been impressed at how seamlessly he becomes part of the team. He has the expertise and ability to hand control back to a panicked team by always finding an excellent solution to the issue. He has a great understanding of brands and strategy and the importance of detail in ensuring a joined up approach.

Former Business Director, Ogilvy