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

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

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.