BrandMAX: Simon Clift imparts global marketing experience

By Loulla-Mae Eleftheriou-Smith, marketingmagazine.co.uk, Thursday, 22 September 2011 01:02PM

"A lack of clarity on rules and responsibility" and "being too internally focused" are two key reasons why global marketing campaigns fail, the former Unilever chief marketing officer Simon Clift said in today's BrandMAX keynote speech.

Simon Clift: 'a global brand doesn't need to be managed the same everywhere'

Simon Clift: 'a global brand doesn't need to be managed the same everywhere'

Clift, who has 30-years of experience working on global brands, outlined key guidelines on global marketing strategies.

He said: "We need to address the first shibboleth that a global brand doesn't need to be managed the same everywhere. You need to find as universal as possible an insight and execute it as locally as possible.

"The local company management need to be encouraged to have a global mindset, which means overcoming their biological tendency to look for differences in their markets, and actually look for similarities.

"My own experience is that the most pernicious danger is that you become too internally focused."

According to Clift, once you achieved success in key markets, others would follow more easily.

He pointed to examples of successful campaigns that were based on "enduring universal insight," which included work by Nike, Dulux, and Unilever-owned Lynx.

"It doesn't come much more universal than the fact that 15-year-old boys are obsessed with sex, and on that insight, Lynx is based." 

This article was first published on marketingmagazine.co.uk

X

You must log in to use Clip & Save

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Additional Information

Campaign Jobs

  • Campaign Marketing Manager EMAP Competitive + Bonus, London (Greater) / London (East), London (Greater)
  • Exhibition Designers WRG Live Competitive salary and benefits package dependant upon experience, Manchester, Greater Manchester
  • Producer WRG Live Competitve salary and benefits package dependent upon experience, London (Central), London (Greater) / Manchester, Greater Manchester
  • Content Manager WRG Live Competitive salary and benefits package, Manchester, Greater Manchester
  • Senior Brand Manager Ball & Hoolahan £45,000 per annum,