Key Considerations for Globalizing Ad Production in 2018

Producing relevant ad content for any target audience is a tall order, and it’s even more difficult when creating ads for multiple audiences and cultures. However, in today’s world, global campaigns are becoming the “new norm” allowing you to communicate a consistent message to customers around the world, provide strong creative synergies, and maximize cost efficiencies.

It’s important to begin the creative process (at the briefing stage) with the intent of developing global content as there are several key considerations including (but not limited to):

• On camera dialogue
• Cultural differences, humor
• Product packaging on screen, product held by talent or in situations
• Demographics for different markets
• Celebrity usage
• Signage or props with written language
• Background landmarks, identifiable cities, and topography
• International copy clearance
• Music rights
• Negotiation of talent rights
• Subtitles
• Delivery of assets
• Length of spots – “standards” vary in different countries

Maximize Results By Working With Production Experts

Navigating the waters of globalizing production isn’t easy, and brands often rely on consultants like MRA for help. Recently, we developed a Global Content Production Strategy for an organization with 11 brands that were sold in more than 40 countries. When the client engaged us, each brand was producing its own advertising on a regional level.

We began by analyzing the client’s current processes, creative outputs, staffing, technology tools, content needs, and spending across the brands and geographies to size up the opportunities, barriers, and challenges. Then, we went to work!

The results? Year 2 showed a 44% savings in production costs (versus historical benchmarks for comparable scopes) while yielding additional savings in agency fees and in copy testing. Download the full case study here.