Woolley Marketing: Local or global or what when it comes to brands?
In his regular column for Mumbrella, Trinity P3 founder and global CEO Darren Woolley examines the decision facing brands big and small.
Global brands. Local executions or global executions. It is all a matter of perspective. Yet again, last week I had that same conversation with a global brand director in Europe who was complaining what a challenge it is to manage a global brand across so many different markets, different cultures, different economies. A few years earlier they had gone to market to select a global creative agency as their global brand partner. Box ticked.
But two years later, local brand teams have been withdrawing from the global arrangement. Why? They have been demonstrating that the local office of the global agency lacks the capabilities they need or that there are better local agencies that are cheaper or both. At this, the global brand director was throwing his hands in the air and asking: “So what is the alternative? Appointing a different agency in each market?”
Cartoon by Dennis Flad, with permission (2021)
