Is it time to adopt a more borderless mindset?

By Jenny Turner on Tuesday, 29 August 2023

As we move through 2023 the realisation amongst marketers is that today’s big issues for businesses and their audiences resonate as loudly locally as they do globally. The customer need for value, for financial security and for solutions that make their lives easier is universal. As are the marketing and business KPIs we measure success by.

Whether active in one country or ten, brands need to cut through with one unified voice. With increased pressures on budgets, businesses are keen to align propositions and marketing activity, rather than continuing with a siloed approach.

That said – on the flip side, there is a need to remain audience-relevant and targeted at a local level. Every brand needs to avoid being perceived as a faceless global behemoth that lacks an understanding of the nuanced issues faced in local markets, as well as the more specific needs of its audience groups.

Mirroring clients’ increasing appetite for borderless mindsets we’ve recently opened our first international office in New York. Enabling better international and local marketing through investing in ‘boots on the ground’.

So, where do you start to adopt a borderless mindset?

  • Find your ‘glocal’ equilibrium, the sweet spot for many marketing professionals. This means having the ability to flex between a macro and a micro approach, particularly at a campaigning level.
  • Keep an eye on the bigger picture, while homing in on detail closer to the coalface. Work with partners who can provide this type of Goldilocks solution e.g. joined-up global strategic thinking, stress-tested by on-the-ground experts.
  • Maximise efficiencies with locally relevant ideas that ladder up to an overarching vision.

If you have strategic or creative needs in the US, please get in touch with Montserrat Tojeiro, Jenny Turner or Sophie Klein. We’re really looking forward to transforming the world of finance for our clients across the pond.

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