Global service, local heart
From the small city to the global stage. Learn how we maintain a local care in a wide-reaching service.
2 minutes read
In an increasingly globalised world, offering a service that combines the efficiency of an international operation with the warmth and proximity of a local firm can be a challenge. In this article, we explain how a small studio like ours can achieve this balance, using practical examples to illustrate this approach.
Understanding local needs
To be truly global, you must first be local. This means understanding the cultures, norms and values of different markets and adapting services accordingly, although it is true that globalisation is blurring some of these differences.
Campaign for stc, the Saudi Telecom Company. An advertising campaign may have a core message, but the visuals must vary to resonate with local audiences. Adapting images, colours and body language can make a big difference to its impact.
Different customers have different needs
Local clients: creative freedom and tight deadlines.
As demanding as any other, local clients often offer a playground for creativity, allowing the freedom to experiment and innovate. However, this often comes with tight deadlines, demanding quick turnarounds and high adaptability.
“Pintxos” campaign. A local customer may allow full creative reign on a marketing campaign but may need it completed within a week to coincide with a product or an institutional campaign launch, as in this case.
Global clients: longer timelines but strict guidelines.
On the other hand, global clients usually work on larger scales, with bigger teams and more layers of approval. While timelines might be more extended, the room for creative exploration might be limited due to brand guidelines and the need for a cohesive international image.
Lay’s product launch campaign. An international corporation may require several months for a pretty straightforward campaign, with rigid adherence to global brand standards and less room for individual creativity.
Collaboration and communication
Working in multiple markets requires excellent communication and collaboration between local and global teams. Efficient file and media sharing tools of any kind are essential.
The Milanote tool allows us to manage a project from start to finish with our US clients in a visual, pleasant and efficient way.
Balancing act: local freedom and global uniformity
Striking the balance between local creativity and global uniformity isn’t always straightforward. It requires a deep understanding of both the local market's spontaneity and the global market's structured nature.
M. Torres high-tech equipment campaign. Crafting a campaign that resonates with local audiences while aligning with the global brand can be a rewarding yet complex task.
Conclusion
The journey from local to global service is one filled with learning curves, challenges, and immense growth opportunities. The dichotomy between local creativity and global rigidity can be harmoniously melded with understanding, adaptability, and a keen eye for cultural nuances.
From cherishing the creative freedom offered by local clients to respecting the structured approach of global customers, the dance between these contrasting worlds offers a rich and rewarding experience. The art lies in maintaining the local touch, the very essence of personalized service, while embracing the broad, interconnected web of global reach.
