1. “Glocal” Marketing &
New Media Localisation
Jesús Maroto - Localisation Director
eContent Conference
Dublin, November 12th 2002

2. The journey
 Itinerary:
From global advertising to local marketing.
 Stopover:
New media advertising and localisation.

3. Euro RSCG Wnek Gosper interaction
Global Interactive Agency Network (Adweek 2002), represented in every
major market in the world.
Clients:
Core Competencies
Digital Marketing & Advertising Strategy
Creative Development: site build & design
Localisation
Content Management System Consultancy

4. Our focus
We deliver locally relevant branded customer experiences and
relationships through an innovative union of creativity and technology.

5. Glocal = Think global + Act Local
In marketing , a glocal approach is one that presents a unified
global theme and message but adapts the delivery of that
message to the local environment.
Global Local Glocal
Brand Nuances Branding
Essence
The challenge is to retain the “brand essence” and the campaign
global consistency and yet be recognised as having local appeal
and relevance.

6. Why go global?
Makes logical sense:
 brands are marketed and distributed globally
 satellite TV & travel
 the ‘global consumer’
 simplicity of management.
 economies of scale
However, consumers in different countries
are different

7. Our localisation objective
Building long term trust
at a local level

8. Glocal examples
Some of the best aspects of glocalisation are being
demonstrated in the online world:
 Yahoo!, absolute adherence to glocalisation.
 Home page of the world.
 Consistency across top line categories but localised
subcategories.
 Coca Cola
 For years Coca-Cola has had a global campaign.
 Industry reports suggest that Coca-Cola is now decentralising
because:
• consumers are not the same
• the realisation that it’s impossible for non-local agencies to
develop advertising work that is empathetic with local
consumers, ads that get ‘under the skin’.
Web: different layouts and different sponsorships: football in
Spain, basketball in France and Formula 1 in Italy.

9. New Media Localisation

10. Webvertising
 It is all about driving traffic to websites and
increasing brand awareness.
 Cultural factors such as colour, symbol and
content perception are basis for
effectiveness.
 Different formats bring new challenges for
localisation.

11. Webvertising formats
Skyscrapers
Great for Chinese and Japanese, very difficult for
German, Dutch or Turkish languages.
Video banners
Dubbing and subtitling a banner
Ad tabs
Similar to expandable banners. Issues depending on
directionality of script.

13. Digital TV
 Allows greater audience targeting.
 Biggest markets: UK, Denmark, Spain, Sweden and Israel.
 Biggest players: Canal Plus, Vivendi Universal & PlayJam. (Not much
work though)
 Localisation issues:
 Most iTV platforms use proprietary standards different from each other.
 When localising, use same strategies as for web and software localisation.

14. Mobile telecommunications & advertising
 SMS
Strategic issues: some markets better than others
Italy and Spain – outdoor living, chatters.
Technical issues: character limit (160)
 WAP and PDA
Technical issues: small screens, different models
(manufacturers, resolutions), different OS.
 MMS and 3G ?

15. Contact details
Web: www.eurorscg.co.uk
Email: jesus.maroto@eurorscg.co.uk
Tel +44 (0)20 7240 4111
White Papers: www.eurorscg.co.uk/localisation