Modifying and Localizing Production-Ready Creative at Scale
CMOs at global organizations know that presenting brand materials with a localized look, feel and geographically relevant content is critical to their sales and engagement strategies. In fact, iterating a brand's creative inspiration and output at scale to better resonate with cross-cultural consumers and diverse audiences on a local level is a new global mandate for CMOs.
Yet despite keen recognition and a willingness to allocate both budget and resources to deliver market-localized materials, many CMOs are stymied by the cost of supporting adaption of creative content across a growing multitude of regions and handling the logistics of localization at scale.
The CMO Council and HH Global have joined together to ignite a dialogue around new platforms, opportunities and mandates for rapid deployment and expansion of market localization across all creative adaptation programs. The findings of the study will be released in a global report that will feature insights into the drivers for increasingly localized content, key challenges around the cost and timeliness of localized campaigns, and what steps are being taken to increase relevancy across both global and local markets.
Program Elements and Content
Adaptability in Branded Content Delivery
This presentation explores background research conducted by the CMO Council and other third party experts to explore the state of adaptability in the world's largest global brands. The presentation explores the localization mandate, benefits of adapting and localizing content, the need for platforms More
FACTS & STATS
27 percent of marketers believe localized marketing strategies result in differentiation, distinction and preference.
29 percent of marketers believe localized marketing strategies result in improved loyalty and advocacy.
39 percent of marketers believe localized marketing strategies result in better customer conversations and connectivity.
67 percent of marketers believe localized marketing strategies result in greater customer relevance, response and return.
ARTICLES & BLOGS
Jun 2017 - Journal of Accounting & Marketing
The Chief Marketing Officer (CMO) Council is the only global network of executives specifically dedicated to high-level knowledge exchange, thought leadership and personal relationship building among senior corporate marketing leaders and brand decision-makers. The CMO Council's 12,500+ members control more than $500 billion in aggregated annual marketing expenditures and run complex, distributed marketing and sales operations worldwide. In total, the CMO Council and its strategic interest communities include more than 45,000 global executives in more than 110 countries covering multiple industries, segments and markets. Regional chapters and advisory boards are active in the Americas, Europe, Asia-Pacific, Middle East, India and Africa. The Council also operates numerous special interest networks, representing deep-dives into specific areas of interest or study. https://www.cmocouncil.org
HH Global Ltd., founded in 1991, is a leading, independent marketing execution partner to prominent brands in over 34 countries. The company offers innovative and tailored solutions for the outsourced procurement of all types of printed marketing materials, packaging, and creative production services, that drive down cost, speed time to market, improve quality, and increase sustainability. Every HH Global solution utilizes HHub, a best-in-class marketing execution application, an expansive list of suppliers, proprietary processes, and the deep expertise of over 800 employees. The company also operates HH Labs, the center of its innovation program, that brings fresh, new ideas to clients. With more than $500M in spend under management, HH Global maintains a razor-sharp focus on cost and quality, combined with an industry-leading sustainability program, offering improvements that provide both fiscal and environmental value. http://www.hhglobal.com