5 Golden Rules of Engagement to Create a Winning Global Marketing Strategy

When overwhelmed and in doubt, dial it back to the basics

A sphere; arrows wrapping around the sphere; people hustling around the sphere
Just because your marketing strategy has a wider scope doesn't mean it needs to be complicated. Getty Images

Like everything else in this crazy industry, agencies’ approach to managing global business used to be easier. When I started working on my first global brand 20-plus years ago, marketers basically controlled a linear consumer journey. So global really just meant translating unified ad campaigns made up of TV, print, OOH and radio for other markets and then settling in with an ice-cold Tab to watch a LaserDisc.

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@katemjeffers Kate Jeffers is partner, managing director at independent agency Venables Bell & Partners.