Adaptability in Branded Content Delivery

CMOs at global organizations know that presenting brand materials with a localized look, feel and geographically relevant content is critical to their sales and engagement strategies. In fact, iterating a brand's creative inspiration and output at scale to better resonate with cross-cultural consumers and diverse audiences on a local level is a new global mandate for CMOs.

Yet despite keen recognition and a willingness to allocate both budget and resources to deliver market-localized materials, many CMOs are stymied by the cost of supporting adaption of creative content across a growing multitude of regions and handling the logistics of localization at scale.

The CMO Council and HH Global joined together to ignite a dialogue around new platforms, opportunities and mandates for rapid deployment and expansion of market localization across all creative adaptation programs. The findings of the study were released in a global report that featured insights into the drivers for increasingly localized content, key challenges around the cost and timeliness of localized campaigns, and what steps are being taken to increase relevancy across both global and local markets.

Key Topics Explored Include:

• How well marketers are translating their brand’s creative strategy across all digital and physical marketing channels, including merchandising locations, promotional literature, advertising, packaging, and sales materials
• How effectively marketers are adapting, modifying and/or localizing their branded content for different markets, audiences, partners and geographies
• Key factors that are putting pressure on creative teams to be more effective at delivering production-ready creative at scale globally
• Key challenges marketers are facing in their creative production and global delivery process
• Level of visibility and transparency into the cost and quality of the creative delivery process