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Learn How to Globalize Your Creative Concepts

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There are three models to scale your creative concepts worldwide. When should the headquarters take control of creative? When should the geo have more say on creative development? You will get an …

There are three models to scale your creative concepts worldwide. When should the headquarters take control of creative? When should the geo have more say on creative development? You will get an answer from this presentation.

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  • @ah_livia: THANK YOU so much for your kind words. So glad you love the presentation and my website. Would you like to share your 'pursuit' receipt with us? http://www.pamdidner.com/recipes/ You can see examples on http://www.pamdidner.com/recipes/recipe-forum.html Love to hear from you.
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  • Pam Didner,

    I was FULLY engaged in your presentation because I wanted to see how you would pull off your claim (on slide 4) WOW!!!! You perfectly illustrated how creative concepts could be applied globally.
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  • BTW - I checked out your webpage and LOVED your 'self discovery recipe!'
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  • 1. Learn How to GLOBALIZEYour Creative Concepts www.pamdidner.com | gplus.to/pamdidner | @pamdidner | facebook.com/PamDidner
  • 2. Learn How to Globalize Your Creative Concepts Early in my career, when I was managing the creative development of global campaigns... www.pamdidner.com | gplus.to/pamdidner | @pamdidner | facebook.com/PamDidner
  • 3. Learn How to Globalize Your Creative Concepts My geographical counterparts often pointed out that creative needs to be customized or localized to reflect cultural differences. www.pamdidner.com | gplus.to/pamdidner | @pamdidner | facebook.com/PamDidner
  • 4. Learn How to Globalize Your Creative Concepts Today, as a Global Marking Manager, I wonder if it’s truly possible to create a Global Creative Concept and apply it to all regions around the world. I think so www.pamdidner.com | gplus.to/pamdidner | @pamdidner | facebook.com/PamDidner
  • 5. Learn How to Globalize Your Creative Concepts For a time I assumed that if the creative concept was headline-driven or provided simple background information, it would be easy to scale to other regions. I now realize that this is only partially true. www.pamdidner.com | gplus.to/pamdidner | @pamdidner | facebook.com/PamDidner
  • 6. Learn How to Globalize Your Creative Concepts Many factors influence the development of a creative concept - but the BIG ONE (the determining factor) for globalizing creative concept is... YOUR COMPANY’S PRODUCTS www.pamdidner.com | gplus.to/pamdidner | @pamdidner | facebook.com/PamDidner
  • 7. Learn How to Globalize Your Creative Concepts Let me illustrate with 3 examples www.pamdidner.com | gplus.to/pamdidner | @pamdidner | facebook.com/PamDidner
  • 8. Learn How to Globalize Your Creative Concepts THE #1: CENTRALIZED MODEL Same products worldwide; one global creative concept. (with no or minimal regional localization) www.pamdidner.com | gplus.to/pamdidner | @pamdidner | facebook.com/PamDidner
  • 9. Learn How to Globalize Your Creative Concepts The best example is Apple Frankfurt Hong Kong Sydney All products sold world wide without any differences in how they appear www.pamdidner.com | gplus.to/pamdidner | @pamdidner | facebook.com/PamDidner
  • 10. Learn How to Globalize Your Creative Concepts Apple accomplishes this by: ‣ Putting products front-and-center ‣ Focusing on how products make life better, using universal examples ‣ Minimal localization; generally just translation Czech Republic USA China www.pamdidner.com | gplus.to/pamdidner | @pamdidner | facebook.com/PamDidner
  • 11. Learn How to Globalize Your Creative Concepts Using the CENTRALIZED MODEL, structure your organization with: ‣ A strong headquarters. Apple leads & owns the development of creative concepts and assets for regions. ‣ A global agency. Headcount is heavy in headquarters and light in geos as the regions tend to focus on marketing executions. www.pamdidner.com | gplus.to/pamdidner | @pamdidner | facebook.com/PamDidner
  • 12. Learn How to Globalize Your Creative Concepts #2: THE HYBRID MODEL Same products worldwide; one global creative concept - but with regional localization. www.pamdidner.com | gplus.to/pamdidner | @pamdidner | facebook.com/PamDidner
  • 13. Learn How to Globalize Your Creative Concepts The Hybrid Model is common amongst global companies. I’ll use my company as an example. The theme for our second-generation Intel Core processor is “Visibly Smart Performance for Your Visual Life”... www.pamdidner.com | gplus.to/pamdidner | @pamdidner | facebook.com/PamDidner
  • 14. Learn How to Globalize Your Creative Concepts We came up with a core set of creative concepts, then localized and translated them for each marketing region. www.pamdidner.com | gplus.to/pamdidner | @pamdidner | facebook.com/PamDidner
  • 15. Learn How to Globalize Your Creative Concepts Using the HYBRID MODEL, structure your organization with: ‣ The headquarters leading initial creative development, then working with marketing regions to localize. *Close collaboration is essential. ‣ Geo expertise and feedback; important for localizing and reflecting cultural uniqueness. Headcount is 50/50 headquarters and geographies. www.pamdidner.com | gplus.to/pamdidner | @pamdidner | facebook.com/PamDidner
  • 16. Learn How to Globalize Your Creative Concepts #3: THE LOCAL MODEL Localized products; high-level creative framework with extensive localization. www.pamdidner.com | gplus.to/pamdidner | @pamdidner | facebook.com/PamDidner
  • 17. In China, KFC customers can buyLearn How to Globalize Your Creative Concepts localized products, like a bowl of congee (rice porridge), as well as the Colonel’s famous fried chicken. www.pamdidner.com | gplus.to/pamdidner | @pamdidner | facebook.com/PamDidner
  • 18. Learn How to Globalize Your Creative Concepts Using the LOCAL MODEL, structure your organization with: ‣ Regional control of creative development; little intervention from headquarters. Regional owns the marketing creative development and execution. ‣ Heavy regional headcount; needed to facilitate marketing of localized products. www.pamdidner.com | gplus.to/pamdidner | @pamdidner | facebook.com/PamDidner
  • 19. Learn How to Globalize Your Creative Concepts The global strategy of Yum! Brands Inc. (KFC’s parent) has been a success, with profits from KFC China’s 3,700 restaurants eclipsing combined earnings from Yum!’s 19,000 Taco Bell, Pizza Hut, KFC, Long John Silver and A&W restaurants in the States.* *Bloomberg News - Link www.pamdidner.com | gplus.to/pamdidner | @pamdidner | facebook.com/PamDidner
  • 20. Learn How to Globalize Your Creative Concepts How does your company manage creative development? www.pamdidner.com | gplus.to/pamdidner | @pamdidner | facebook.com/PamDidner
  • 21. www.pamdidner.com gplus.to/pamdidnerPam@Didner.com linkedin.com/in/pamdidnertwitter.com/pamdidner slideshare.net/pdidnerfacebook.com/PamDidner pinterest.com/PamDidnerCONNECT!

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