How do you create effective international marketing strategies that are locally relevant?

As a CMO in today’s marketing landscape, you are expected to deliver results faster, cheaper and in more markets. These factors add to the complexity and while global marketing strategies should create growth, consumers want locally relevant and engaging content.

Get exclusive access to the new study “Reshaping Global Engagement Operations”
As brands navigate the global marketplace, the question of how to organise teams and partner resources is becoming increasingly complex. Local customers expect personalisation that includes accurate, relevant and appropriate reflections of local behaviour and cultures, and this forces organisations to review their practices. 

New times require new thinking
The recently completed “Reshaping Global Engagement Operations” is an international research study that investigates new thinking around global operational structures. It has been conducted by Worldwide Partners in close collaboration with the CMO Council, a global network of 15,000+ senior corporate marketing executives worldwide. 

Shared insights – only in this report
In the report, 350 international marketing leaders from all over the world contribute best practices for organisational structure, team empowerment to meet the needs of the local customer, and agency and partner management in the new global matrix. They also share insights into the needs, challenges and opportunities of reshaping the operations of global engagement and experience. 

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Advance has more than 40 years’ experience with international branding and marketing

Advance is a Copenhagen-based advertising agency that specialises in helping brands rediscover their true, unique essence and communicate it in relevant and authentic ways that will generate international growth.

Founded in 1976 and with a highly international culture – both in terms of our client list and our 60+ employees – we are one of the largest independent creative agencies in Denmark. 85% of the work we do is aimed at an international audience. We serve both large Danish brands that operate internationally such as LEGO, Coloplast, Danfoss, Widex, ECCO, DS NORDEN and Nilfisk as well as international brands based outside Denmark like Piz Buin, Neutrogena and Ipren.  

We are true believers in the power of collaboration. In collaboration with our clients and partners around the world, we offer an agile set up that draws on local insights when developing global strategies and concepts, co-create or acid test creative work to address regional or local market demands. And last but not least we can ensure efficient implementation through local specialist partners, who know the specific market. 

Advance is a member of Worldwide Partners and NetworkONE.

International marketing – how rethinking collaboration models can drive success

Changing consumer behaviour and media consumption, technological development, and an increasing competitive landscape, all put companies under increased pressure. Securing a competitive edge in the market is pivotal to growth and timing is often everything.

A new study from Worldwide Partners and the CMO council shows that 40% of international CMOs say that improving the go-to-market process is the top upgrade on deck for the year ahead.

This does not come as a big surprise considering that marketers have long been frustrated with the challenges of executing truly global campaigns – struggling to roll out global initiatives without significant cost and time delays. 

This demands alternative ways of developing and processing go-to-market strategies: 

This year, in collaboration with Børsen, we have examined how to how to re-think our collaboration models in order to overcome the challenges of developing effective international marketing communication.

In the latest article, Digital Director and Partner, Camilla Pelle, together with our client, ECCO, addresses the challenge of how to find the synergies between companies’ own marketing organisation and their external agencies to meet the needs of the international brand.

You can read the full article here

Read our other perspectives on international marketing in Børsen

If you would like to read more about how we ensure coherency across markets with Coloplast, guarantee relevance in local markets in collaboration with Danfoss or how we go-to-market faster with LEGO and Widex, take a look at these other articles in Børsen.