CMOs struggling to make global marketing locally relevant

Rosie Baker
By Rosie Baker | 11 July 2017

As the demands of a global market and global brand strategies increases, many marketers are struggling to keep pace and localise campaigns to stay relevant for their local market,  according to the latest report by CMO Council, the global network of CMOs.

The ‘Age of the Adaptive Marketer’ report also found not enough marketers and organisations are taking the necessary steps to become more agile in the way they approach marketing, and are not investing in tools, processes and capabilities to deliver quality campaigns to local and global audiences in a timely fashion.

The report found that fewer than a third of marketers think their business and agency partners “do well” when it comes to localising and adapting global campaigns for a local market. Almost two-thirds of marketers say their organisations and agencies are “below satisfactory” in their ability to translate and adapt brand marketing content across markets and channels. 

Speed of execution is seen as a major factor, with over half saying they are unable to deploy localised content within weeks of a campaign launch, and just 20% saying they are satisfied with their creative delivery process and marketing supply chain effectiveness.

Short turnarounds, ensuring consistent quality and workflow management are also issues and pressure is piling on due to increasing demands for rich-content, a proliferation of new digital formats and pressure on costs.

“At a time when the customer has higher expectations than ever for relevance and personalisation of content and brand interaction, marketing organisations will need to step up their game when it comes to brand content adaptation to address geographic, cultural, customer and other differences,” says Donovan Neale-May, executive director of the CMO Council.

“Past research has shown that adaptation of marketing strategies and content can be a major enabler of sales and brand success. Yet most companies have a long way to go in order to get it right.”

The study was conducted in partnership with HH Global and used an online survey to poll 150 CMOs.


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