'A larger voice': How brands are better aligning global and local ...

Finding the right balance between global consistency and local relevance – without wasting budget – is a challenge many brands are looking to overcome.

Despite marketing budgets rising by the highest levels in a decade in Q2, according to the latest IPA Bellwether, the pressure on marketers to prove effectiveness and closely monitor spend remains.

Yet, brands could be losing millions annually due to inconsistent processes between global and local teams.

The vast majority (90%) of global campaign toolkits are never activated by local markets, according to research from CreativeX released earlier this year. Meanwhile, nearly half (45%) of core global assets go unused, often getting lost in the transition between production and media or between global and local teams.