While expanding into international markets is an exciting time for a brand, emerging international markets to secure future stability, uncertainties arise investing in the endeavor to introduce a brand or product into uncharted territories. This session will provide an overview of expanding your media strategies to a global audience, as well as key steps to stay relevant in new markets.

1. Session 3:
How to Optimize Your Media Spend Abroad

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Presenters
DIRECTOR,
ADVERTISING INTELLIGENCE
MICHAEL REYNOLDS
DIRECTOR,
AI CLIENT SERVICES
COURTNEY BRICKER

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This session will cover…
Why many brands fail to break global markets
How to develop clarity into competitive landscapes3
1
Understanding market, cultural, and local industry issues2
Key steps to staying relevant in new markets4

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Why Many Brands Fail

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Global & Local Competition
WORLD MAP of BRANDS
LATAM MAP of BRANDS

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Language Barriers
There are more than 150
languages that are spoken
by at least 10,000 people in
India.

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Cultural Norms
Local issues such as politics, culture, society, etc.
Barbie in China
Since Barbie is not a cultural icon in China as she is in America, Chinese
consumers couldn’t care less about Barbie-branded products
Mattel didn’t understand what Chinese girls want - the Chinese concept
of “femininity” is very different from that of American.
Brand recognition was not strong, costs were too high to justify buying
brand name dolls in China.

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Cultural Norms
Laser (bottled draft beer) & Foster’s in
Vietnam
Laser, a high-end beer alternative, did not understand the language and
used the word “bia tuoi” (fresh beer) in their slogan, which led to the
misunderstanding that it was a product for low income earners
Advertising was stunted due to a competitor owning the biggest
advertising channel for alcoholic beverages (Heineken)
Foster’s piqued interest with their slogan ‘the Australian styled beer’ but
soon lost it when it didn’t adapt to the local needs as its targeting and
branding turned consumers away.
Local issues such as politics, culture, society, etc.

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Cultural Norms
Mulberry Christmas ad
“blasphemous’ commercial offended many
Christians, caused complaints
intended to poke fun at the effect of
consumerism on Christmas rather than mocking
or denigrating Christian belief
Local holidays and events.

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Corporate Brand Guidelines
With numerous global offices, brand teams, agencies, franchises, and
partners, it’s important to ensure marketing is:
On message
Following guidelines

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Understanding market, cultural,
and local industry issues

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Establish Basic Market Knowledge
The Local economy.
What local economic and political issues affect
the market and consumers?
Have there been changes in consumption?

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Establish Basic Market Knowledge
Advancements.
Are there new technology and product
features to be aware of?

14. Examples of technology advancement/ adoption

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Establish Basic Market Knowledge
Social issues.
What social issues are local consumers
most concerned about?
Socio-economic
Community & arts
Education
Sustainability
Clean energy / environmental
Healthcare & technology
EDUCATION

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How to develop clarity
into competitive landscapes

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Competitive Landscape
Messaging
Spend
Positioning
Obtain visibility into what your competitors are doing, including:

18. New markets may be saturated –
Understand the landscape and
react quickly and efficiently to
breaking competitive threats.
Hotel Industry in France

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Key steps to stay
relevant in new markets

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Creative Tracking
Understand who is advertising, where
they are advertising, and what they
are saying
Intelligence to help you respond to
competitor activity and develop
successful communication strategies
Competitive intelligence services, which enable advertisers to unite global
teams and stay ahead of competition

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Media Spend Tracking
Compare global market to spend to
your competitors
Access fully harmonized media
spend from over 80 markets
Stay on top of competitive media dollar activity to optimize your own spending
strategies and habits
Identify creative executions that
receive the most spend to properly
position messaging
Analyze how spend is allocated by
market, advertiser, product, media,
publication, and occurrence

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Insights & Analysis
Make sense of the competitive data around you to understand market trends and
how to stand out from the crowd.
Define, inspire, and direct
your marcomm strategies
through custom analysis of
brand behavior and
communication activity
Gain a complete picture of
brand proficiency,
competitor activity, market
trends, industry evolutions,
and other aspects necessary
to achieve meaningful and
impactful insights
Analyze paid, earned,
and owned media

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Example: Infant Formula Claims Analysis
Included in communicationsMissing in communications