Global or Local?

Why Marketers get Cross-Country Advertising Wrong

Marketers Love the Idea of a Global Campaign—Consumer, Not so Much

Every global marketer dreams of the ultimate efficiency play: one campaign, one message, one world. It sounds great in theory, but in practice? It rarely works as intended. We want scale, but we also want impact—and that’s where the tension lies.

New research from DVJ Insights suggests that while global consistency has its place, ads that truly resonate across markets share two key traits: excitement and relevance. Get these right, and you stand a chance. Miss the mark, and you risk being ignored.

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