Feature

Going Global: Going on with Going Global

Global marketers are battling on despite the 'economic tsunami' and issues of international branding don't go away.

The more than small inconvenience of a global recession may have forced us all over the past year - both as businesses and consumers - to change our habits, reshape our plans and recalibrate our ambitions.

But burying our heads in the sand has not been an option.

For those already trading internationally, or already committed to doing so, when the economic tsunami hit, taking a "staycation" was never a possibility.

Business had to continue, if not as usual, then at least as best as it possibly could.

So, despite everything, global marketing is still at large. And while fewer brands may be choosing this year to be the one in which they take their first steps abroad, the issues facing international branding retain their currency.

This is our second Going Global supplement and the authors of the essays spread across the following pages supply some pertinent pointers to help navigate those issues.

Issues such as how to retain cultural relevance while shaping an international footprint. The German publisher Gruner & Jahr ensures local editors of its GEO magazine retain editorial responsibility and weave local content into the centrally produced German content, for example.

Or how and when to use English in your ads abroad. Mother Tongue Writers takes an unexpected stance that's worth noting, particularly in the light of what BBC Global News findings tell us. Apparently, the things we get up to in our hotel bedrooms when away from home on business trips makes them fertile ground for advertisers.

Even business-to-business advertisers can't afford to use their potentially limited budgets as an excuse for making faux pas abroad. B2B International delivers its tips for avoiding such costly clangers.

And finally, Worldwide Partners provides the supplement's bookend, telling an absorbing story of two one-time agency rivals. There's no fear of being lulled to sleep here, though. Listen up to ensure you catch these predictions: voice will be the new medium and pod marketing will replace the hegemony of one-to-one.

- Suzanne Bidlake, associate editor (reports), Campaign

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