Learn How to Globalize Your Creative Concepts

Learn How to

GLOBALIZE
Your Creative Concepts

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Learn How to Globalize Your Creative Concepts

Early in my career, when I was
managing the creative development
of global campaigns...



My geographical counterparts often
pointed out that creative needs to be
customized or localized to reflect
cultural differences.



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



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.



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


Let me illustrate with 3 examples



THE
#1: CENTRALIZED
MODEL
Same products worldwide; one
global creative concept.
(with no or minimal regional localization)



The best example is Apple

Frankfurt Hong Kong Sydney

All products sold world wide without
any differences in how they appear



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



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.



#2: THE HYBRID
MODEL
Same products worldwide; one
global creative concept - but
with regional localization.



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”...



We came up with a core set of
creative concepts, then localized
and translated them for each
marketing region.



Using the HYBRID MODEL,
‣ 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.



#3: THE LOCAL
MODEL
Localized products; high-level
creative framework with
extensive localization.


In China, KFC customers can buy

localized products, like a bowl of
congee (rice porridge), as well as
the Colonel’s famous fried chicken.



Using the LOCAL MODEL,
‣ 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.



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



How does your
company manage
creative development?


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Learn How to Globalize Your Creative Concepts

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