How to Improve Client-Agency Communication During Market Expansion

Local success does not guarantee international demand

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In recent years, the globalized nature of digital marketplaces has sparked reasonable fears of social, creative and cultural homogeneity—a sort of mass standardization of what we purchase and how we do so.

In large part due to the reach of social networks, trends rapidly expand from a single post to a global audience, and anyone in pursuit of this virality knows that you’re most likely to achieve it by riding an existing stylistic wave.

A byproduct of this shift is false optimism on the part of consumer brands in the midst of market expansion.

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