The document discusses three models for globalizing creative concepts: 1) The centralized model with the same products and creative concept worldwide and minimal localization. Apple is given as an example. 2) The hybrid model with the same global creative concept but regional localization. The author's company Intel is used as an example. 3) The local model with localized products and extensive regional localization of creative concepts. KFC adapting menus in China is provided as an example. Organization structures for each model are also outlined.

1. Learn How to
GLOBALIZE
Your Creative Concepts
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2. Learn How to Globalize Your Creative Concepts
Early in my career, when I was
managing the creative development
of global campaigns...
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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.
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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
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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.
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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
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7. Learn How to Globalize Your Creative Concepts
Let me illustrate with 3 examples
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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)
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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
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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
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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.
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12. Learn How to Globalize Your Creative Concepts
#2: THE HYBRID
MODEL
Same products worldwide; one
global creative concept - but
with regional localization.
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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”...
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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.
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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.
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16. Learn How to Globalize Your Creative Concepts
#3: THE LOCAL
MODEL
Localized products; high-level
creative framework with
extensive localization.
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17. In China, KFC customers can buy
Learn How to Globalize Your Creative Concepts
localized products, like a bowl of
congee (rice porridge), as well as
the Colonel’s famous fried chicken.
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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.
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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
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20. Learn How to Globalize Your Creative Concepts
How does your
company manage
creative development?
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