Global work for the local people

Having overseen creative work on both global and Europe, Middle East and Africa accounts, across multiple cultural and language barriers, I feel I’ve learnt my lessons first hand. There is a delicate balance between local market compliance and global brand consistency.

While any cross-border direct marketing campaign throws up a number of logistical and cultural challenges (MW April 7), it’s important to realise that creative teams throughout the world thrive on the same motivation and suffer the same frustrations. Understanding this means that international teams can be motivated to produce their best work. Then the language and cultural barriers soon fall away.

International campaigns can be fraught with politics. But the key to success is to remain independent when judging and selling any work. The best work is done when you have the luxury of a local creative presence that will apply the core idea to their respective market. Do this and you will get more relevant, responsive work than if you attempt to transliterate it from a central hub.

To produce effective work that truly translates across legal and cultural borders you have to focus on strong simple ideas that each local market can adapt, thus allowing a central team to concentrate on quality control.

Piggy Lines

Creative director

MRM Partners

London SE1

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here