Global Marketing Operations
Reduce marketing waste and increase global content efficiency. Save time, money, effort and carbon by transforming your global content operations.
Planning marketing on a global scale is always complex. On the one hand, you want to maintain a consistent brand narrative. On the other hand, local markets need content that is culturally relevant and can be personalised for specific customer segments.
And that can lead to problems: content that isn’t used because it isn’t relevant to markets, new content being produced to replace it, lots of unnecessary duplication year after year, channel after channel. And this leads to exhausting processes and human effort, plus huge carbon emissions.
All this adds up to a triple hit on the bottom line:
- Inefficient use of time at all stages of the content process
- Unnecessarily large production costs as content is adapted or recreated
- Under-performing campaigns in-market
So what’s the solution?
Make less, but make better.
Create once, use everywhere
If you create your global campaign once, but create the assets so that they’re ready to localise in all markets, you win back time and money by cutting duplication.
Producing toolkits to roll out global campaigns is labour and time intensive and can feel like a waste of time if 100% of markets don’t use the content.
We produce content toolkits that allow markets to personalise depending on their customer needs, which drives more engagement and sales. It gets used more and costs less. You can serve more needs, using the same content and both central and local marketing teams are happy.
It’s the ultimate method for making less, but making it work harder.
Sounds good right? And that’s only the tip of the iceberg.
Why optimise global marketing operations?
Optimising your global marketing operations means you can:
Increase the value and ROI of individual assets
The more global assets are used, the more value and ROI they deliver.
Stop paying local agencies to do the same thing
An increase in the usability of your global assets means a reduction in producing net newness in every market every time you have a new campaign.
Improve operational efficiency
The easier the content is to use, the more likely markets are to use it. Time and effort is used more efficiently from content planning right through to market activation.
Increase trust and harmony between global and local teams
Global maintains creative oversight; local markets have more control over their campaigns, are able to solve their own problems and tell highly localised, personalised stories.
Develop a better measurement system for content
When you can see how much of the content is being used, it’s easier to work out the ROI for content spend vs content use and performance.
What we do
We reduce your marketing waste and improve its utilisation and performance. Most marketing teams are time poor and need their budgets to go further. So we cut the effort, time, budget and carbon that goes into global campaign planning and production.
We’ve helped brands like adidas, Amex, Nestlé and Orange be more sustainable with their global marketing – both by increasing the lifecycle of their campaign content and by reducing carbon caused by asset duplication.
We work with you to create a centralised hub from which to manage and centralise marketing campaign planning – creating campaign content toolkits that are ready for market localisation. We supply hero and campaign assets in components, so that they can be used in multiple formats, languages and uses in the future.
Marketing Campaign Planning and Production
We deliver quality, data-led, customer-first and digitally driven creative content ready for market localisation that provides increased performance, with better use of budget, less labour and less waste.
Global Content Capability Building
We work with you to discover and understand global content needs. Together, we develop pilots to test and learn how to improve efficiency and create new content models, building internal capability as we go. The end result is faster marketing content and better in-house capability.
We create atomised content toolkits for global rollout – assets that are split into their component parts, made to be remade, tagged, and ready for distribution and localisation. This improves the overall utility of marketing assets and means you can produce new marketing materials from pre-existing assets.
Global Marketing Operations case studies
From slow and steady, to optimally high-performing content: how we increased the efficiency and effectiveness of adidas’ global content planning using an atomised content strategy resulting in a massive increase in social media engagement.
Unifying European marketing teams with one engaging approach to 5G messaging: how we designed a data-led, creative and completely customisable approach for how Orange talks about 5G across European markets.
From 40% markets never using global assets, to a 100% uptake: How we helped Amex master their global content operations through using a data-led approach to global team collaboration.
Creating moments of togetherness and celebrating the little things in life: how we helped Nestlé Carnation go from a seasonal product to become a year-round baking favourite with a global creative campaign to encourage engagement and sales.