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5 Golden Rules of Engagement to Create a Winning Global Marketing Strategy

April 9, 2019

Via: Adweek

Like everything else in this crazy industry, agencies’ approach to managing global business used to be easier. When I started working on my first global brand 20-plus years ago, marketers basically controlled a linear consumer journey. So global really just meant translating unified ad campaigns made up of TV, print, OOH and radio for other markets and then settling in with an ice-cold Tab to watch a LaserDisc.

Fast forward many years and—to state the obvious—things are pretty complicated. Consumers are in control, whether they’re in Indiana or India.

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